Dictionary of

Media and
Communications
Marcel Danesi
Dictionary of
Media and
Communications
M.E.Sharpe
Armonk, New York
London, England
foreword
Copyright © 2009 by M.e. Sharpe, Inc.
All rights reserved. No part of this book may be reproduced in any form
without written permission from the publisher, M.e. Sharpe, Inc.,
80 Business Park drive, Armonk, New York 10504.
Library of Congress Cataloging-in-Publication Data
danesi, Marcel, 1946–
dictionary of media and communications / Marcel danesi; foreword by Arthur Asa Berger.
p. cm.
Includes bibliographical references.
ISBN 978-0-7656-8098-3 (hardcover : alk. paper)
1. Mass media—dictionaries. 2. Communication—dictionaries. I. Title.
P87.5.d359 2008
302.2303—dc22 2008011560

Printed in the United States of America
The paper used in this publication meets the minimum requirements of
American National Standard for Information Sciences
Permanence of Paper for Printed Library Materials,
ANSI Z 39.48-1984.
~
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v
foreword
CoNTeNTS
foreword
by Arthur Asa Berger vii
Introduction xi
A–Z 3
Chronology 313
Bibliography 325
resources on the world wide web 329
About the Author 333
vii
foreword
foreword
with each year that passes, the mass media and the various means of communi-
cation available to us exert a greater and more direct impact upon our cultures,
societies, economies, and everyday lives. Most of us live in a media-saturated
society and spend increasing amounts of time with different kinds of media.
According to a 2005 study by the Kaiser family foundation, young people
from the ages of eight to eighteen in the United States devote approximately
forty hours a week to using media of all kinds for recreational purposes.
In addition to more time, most of us also spend more money on accessing
the media and on buying devices for recording information and for communi-
cating with one another. Consider how much your family spends, for example,
on all of the following:
access to the Internet,
cable and satellite services,
video game players and video games, and
cell phones and cell phone contracts,
not to mention all of the other gizmos and gadgets that come fooding onto the
market in rapid succession. Think, for example, of the price tag on those large-
screen high-defnition digital television sets; some run into thousands of dollars.
every day, meanwhile, we send billions of e-mail messages and receive
billions of others—wanted or unwanted—from friends, family members,
fellow student and colleagues, or spammers. Internet technology makes it as
easy to send someone a message 10,000 miles away as it is to send a message
to someone ten feet away. In barely more than a decade, cell phone use has
exploded all over the world, with still new (non-talking) uses of the device—
viii
foreword
from texting to searching the world wide web to accessing satellite navigation
systems—constantly are being developed. Cell phones have already exerted a
major impact on society and our daily lives, shaping everything from politics
to the dating behavior of adolescents. At the same time, video games and video
game players now constitute a multibillion-dollar industry, even larger than the
flm industry. Apple’s iPods, other portable media players, and all the devices
created for them have radically altered the way many of us, especially young
people, access and listen to music.
Powerful tools for using the Internet likewise have had a transformative
effect, enabling millions of people to spend time blogging, buying and selling
products on eBay, looking up information on Google and other search engines,
ordering books and other products on Amazon.com and similar sites, compil-
ing their pages on facebook and MySpace, watching videos on You Tube, and
guiding their avatars on Second Life. we use the Internet now to do everything
from fnding dates and marriage partners to looking up travel information,
obtaining medical data, paying bills, and buying stocks.
As the media and the means of communication have grown in importance
and infuence, studying them has become ever more widespread in high schools
and universities. Courses on subjects that involve media literacy—such as
advertising, marketing, linguistics, anthropology, and sociology—have become
common. These courses are designed to teach students about the impact of the
media and communications on our institutions and way of life, as well as on
those in other countries—also part of the “global village.”
Given the ubiquitous nature of old and new media and the new technolo-
gies that are constantly being developed, it is invaluable to have a single,
handy reference book that covers all of them and related cognate felds (dis-
ciplines) in an informed and insightful manner. The Dictionary of Media and
Communications enables students from high school to graduate school to fnd
accessible, authoritative explanations of essential theories and concepts in all
relevant subject areas. Also included are portraits of leading fgures in media
scholarship and clear, straightforward explanations of practical methods and
constructs used in media studies, communications, and related felds, such as
semiotics and psychoanalytic theory.
with more than 2,000 entries of varying lengths, the Dictionary of Media
and Communications is an authoritative and reader-friendly reference that en-
ables anyone interested in the media and communications to fnd clearly written
defnitions and explanations. In addition to defning terms, individual entries
may also include examples of how the terms are used and background history
on the origins and development of related concepts. for visual appeal and to
illustrate diverse subjects in terms that are meaningful to readers, the volume
also includes dozens of photographs, line drawings, and diagrams.
ix
foreword
In addition to the alphabetical listing of defnitions, the Dictionary of
Media and Communications contains several information-packed appendices.
The Chronology is a detailed list of historic events for various media types,
industries, means of communication, and cognate felds. To help readers pursue
further research, the Bibliography suggests recommended books in the feld,
also organized by media and communications categories. finally, resources on
the world wide web offers similar assistance with an extensive list.
The Dictionary of Media and Communications is an invaluable resource
that is readable, comprehensive, and authoritative. It is more than a reference
book. Because of the centrality of media and communications in modern life,
it is, in effect, an introduction to contemporary culture and to the wide-ranging
theories and concepts that scholars have developed to better understand the
world—some would say the “brave new world”—in which we now live.
Arthur Asa Berger
Professor Emeritus
Broadcast and Electronic Communication Arts
San Francisco State University
xi
INTrodUCTIoN
INTrodUCTIoN
In 1938, a truly signifcant event took place that epitomized the power of the
emerging role of the media in the modern world. That event was the radio
adaptation of H.G. wells’s novel about interplanetary invasion, The War of
the Worlds. It was created by the famous actor and director, orson welles, as
a radio drama simulating the style of a news broadcast. welles pulled off his
“reality-inducing effect” by using a series of fake “on-the-spot” news reports
describing the landing of Martian spaceships in New J ersey. An announcer
would remind the radio audience, from time to time, that the show was fc-
tional. But many listeners believed that what they were hearing was factual.
In New J ersey, many people went into a state of panic, believing that Martians
had actually invaded the earth. Concerned citizens notifed the police and the
army; some ran onto the streets shouting hysterically; and a few even contem-
plated escaping somewhere—anywhere. The event was a watershed one in the
history of the modern world, becoming itself a topic of media attention and, a
year later, leading to the frst psychological study of the effects of the media
on common people, called the Cantril Study, after Hadley Cantril who headed
a team of researchers at Princeton University. Cantril wanted to fnd out why
some believed the fake reports and others not. After interviewing 135 subjects,
the research team came to the conclusion that the key was critical thinking—
better-educated listeners were more capable of recognizing the broadcast as a
fake than less-educated ones.
The Cantril report also laid the foundation for a systematic study of the
media in universities and colleges, leading eventually to the establishment of
departments, institutes, journals, book series, and the like for the study of mod-
ern media. Since the 1940s, such study has skyrocketed, becoming an area of
xii
INTrodUCTIoN
intense interest, not only on the part of academics and researchers, but also on
the part of virtually everyone.
A seemingly different path of study was opened up in the late 1940s by the
late engineer Claude Shannon (1916–2001). Shannon was the one who laid the
foundations for investigating the relation between communication (in all its
forms) and technology. He did this by devising a theoretical framework intend-
ed originally to improve the effciency of telecommunication systems. Known
as the “bull’s-eye model,” the framework was intended originally to identify the
main components of such systems and describe in precise mathematical terms
how they functioned in the transmission and reception of information. In bare
outline form, Shannon’s model consisted of a sender aiming a message at a re-
ceiver as if in a target range—hence the designation bull’s-eye model. Shannon
also introduced terms such as feedback and noise into the lexicon of commu-
nications study. However, few at the time saw a connection between the study
of media and communications until a Canadian professor at the University
of Toronto started to amalgamate the two domains in the 1950s. That profes-
sor was the late Marshall McLuhan (1911–1980), whose work on the relation
between media and communications technologies brought to common aware-
ness the fact that culture, social evolution, and technology are intrinsically
intertwined. ever since, the study of media and communication as an integrated
phenomenon has been the rule in academia.
McLuhan’s basic approach was to show that there exists a built-in synergy
between media, mass communications technologies, and culture. He claimed
that each major historical era took its character from the medium used most
widely at the time. for example, he called the period from 1700 to the mid-
1900s the “Age of Print,” because in that period printed books were the chief
media through which mass communications took place. But that is not all that
occurred. The Age of Print changed the state of the world permanently, he sug-
gested, because print literacy encouraged a radical new form of individualism
and the subsequent growth of nationalism. The “electronic Age” displaced the
Age of Print in the twentieth century. The consequences of that displacement
also have been colossal. Because electronic technology has increased both the
breadth and rapidity of communication, it has radically changed how people
interact and behave socially. Phones, radios, computers, and instant messaging
devices have infuenced the lives of everyone, even those who use them spo-
radically or who do not use them at all. The electronic Age may in fact be lead-
ing, as McLuhan suspected, to the end of individualism and literacy-inspired
notions of nationalism generated by the previous Age of Print.
In a fundamental way, the study of the media-communication nexus is an
exercise in unraveling the psychological reasons why we evolve through com-
munication devices and why modern economies and political systems depend
so much on these devices. without the media and its supporting mass com-
xiii
INTrodUCTIoN
munications technologies to “spread the message,” so to speak, fads and crazes
such as sports spectacles, Hula Hoops, recipes, posters, songs, dance crazes,
sitcoms, and clothing fashions, would hardly gain popularity. The world we
live in is largely fabricated by a media-communications interconnection. No
wonder, then, that studying this interconnection has become so critical. Mass
communications technologies have literally brought about Huxley’s “brave new
world”—a world described rather accurately by the prophetic 1999 movie, The
Matrix. Like the main character of that movie, Neo, we all live our daily lives
“on the screen” and our engagement with reality is more often than not through
the “matrix”—which means both the network of circuits that defnes computer
technology and “womb.” with the advent of the Internet, new generations are
now born within two kinds of wombs—the biological one and a technological
one, as the movie so brilliantly brings out.
The study of the media-communications nexus now has its own set of theo-
ries and analytical frameworks. These provide concepts and discourses that can
be applied in part or in whole to a study of all modern-day cultural trends or
processes. The appeal of such study is that it leaves the interpretation of these
processes open to variation. This is the reason why there is no one theory of the
media, but many. Media analysts today use a blend of concepts and techniques
at various stages of analysis and for diverse purposes.
PurPose of This DiCTionary
As McLuhan anticipated, the media and mass communications devices are
at the center of our world, shaping lifestyle and worldview. relatively young
by academic standards, media and communication studies started growing in
the late 1950s, after McLuhan’s infuential writings started receiving interna-
tional attention. The feld has since produced a vast repertory of notions, ideas,
techniques, theories, and methods of analysis. Many of these were originally
borrowed and adapted from cognate disciplines such as psychology, linguistics,
semiotics, philosophy, anthropology, and sociology; but many others have been
self-generated, and are thus new, interesting, and often controversial. Newcom-
ers to this area may thus experience unease or consternation with the vast reper-
tory of terms that populate the feld. This dictionary is an attempt to provide a
comprehensible map through that feld.
Thus it contains entries dealing with the basic ideas, concepts, personages,
schools of thought, theories, and technical trends that come up recurrently in
the literature on media and communication. Since the literature also makes
frequent references to cognate felds such as semiotics, psychology, linguistics,
mythology, literary studies, cultural anthropology, and a few others, some of
the most frequently used terms and ideas within these are also included. I must
warn the user, however, that to keep the proportions of this dictionary within
xiv
INTrodUCTIoN
the limits of a compact practical reference work, I have had to limit my choices
to the main items that recur in the relevant literature. Inevitably, there will be
some omissions and gaps. Nevertheless, I have tried to cast as broad a net as
possible, so as to gather within two covers the bulk of the ideas and technical
terms that the beginning student or interested general reader will need to know
in order to decipher the relevant literature.
Cross-references to other terms contained in this dictionary are indicated
with small capitals. The commentary provided for each of the personages con-
sists of a brief statement about his or her relevance and/or contribution to the
feld. only those personages to whom the technical literature regularly alludes
have been included in this dictionary. A bibliography of relevant works is in-
cluded at the back. Also listed are timelines for specifc media or media genres,
as well as a list of useful web sites.
Hopefully, the user will fnd in it all the relevant information she or he
might need for conducting a personal analysis of the media-communications
nexus that now “rules the universe,” so to speak. I also hope to have provided a
framework for understanding the world we live in and probably will live in for
the foreseeable future.
aCknowLeDgmenTs
I wish to thank the editorial staff at M.e. Sharpe for all their advice, support,
and expert help in the making of this dictionary. I am especially grateful to
Peter Mavrikis, without whom this volume would never have come to fruition.
Needless to say, I alone am responsible for any infelicities that remain in the
volume.
I also wish to thank Victoria College of the University of Toronto for
having allowed me the privilege of teaching and coordinating its Program in
Semiotics and Communication Theory over many years. Another debt of grati-
tude goes to the many students I have taught. Their insights and enthusiasm
have made my job simply wonderful! They are the impetus for this dictionary.
Dictionary of
Media and
Communications
3
LAST ITeM
a roll footage used in an
edited flm sequence, con-
sisting mainly of interviews
or images that relate to
the theme or topic being
showcased
a&e network [abbreviation of
arts and entertainment network]
cable and satellite television channel
launched in 1984 that produces and
broadcasts programs dealing with the
arts and educational topics, as well
as documentaries, biographies, and
popular entertainment formats. web
site: www.aetv.com
a&r executive [abbreviation of
artists and repertoire executive]
an executive of a record company
who oversees artists and the record-
ing process
aaa [see american academy of
advertising]
aaaa [see american association
of advertising agencies]
aai [see audience appreciation
index]
aB roll sequence of two segments
(video, musical), composed so that as
one fades away the other one blends in
abbreviation shortening of words,
phrases, or sentences: for example, hi
(hello); bye (good-bye). Abbreviation
is a major feature of communication
in online chat rooms, text messages,
and other types of digital communi-
cations: for example, bf =
boyfriend; gf = girlfriend.
aBC [see american
Broadcasting Company]
abduction in contrast to, but also
in complement with, induction
(generalizing on the basis of obser-
vations of particular patterns inher-
ent in something) and deduction
(forming a conclusion on the basis
of given premises); this term was
proposed by American philosopher
charles Peirce to characterize a
method of reasoning carried out by
informed hunches or “best guesses”
on the basis of previous experience,
knowledge, or understanding. In
classic mystery stories, the detective-
protagonist solves a crime by using
abduction—that is, crime scene clues
are interpreted in terms of skilled
inference and previous experience.
aberrant decoding interpretation
of a media product or text that is not
the one intended by the creator of the
product or text. The term was coined
by umberto eco in 1965 to describe
what happens when a message that is
put together according to a specifc
code (a set of meanings) is inter-
preted according to another code. for
example, specifc groups who are ex-
posed to a particular media message
(such as an ad for beer) will decode
it differently—an abstinent group
might see it as an immoral message,
while another group might view it
as a lifestyle message that promotes
beer as a component of that lifestyle.
A
4
ABerrANT reAdING
aberrant reading interpretation of a
text in a way that was not intended or
expected by its author
aberration distortion of a video
image, caused by a corrupt signal or
improper adjustment
aboriginal People’s Television net-
work [abbreviated as aPTn] televi-
sion network launched in 1999 with
headquarters in winnipeg (Canada)
devoted to broadcasting the stories
and cultural interests of Canada’s
first Nations. It is available nation-
ally on basic cable and via satellite.
web site: www.aptn.ca
above-the-fold 1. top part of the
front page of a newspaper (story
and/or photo) that is visible when
the newspaper is folded; 2. the most
valuable part of a web page, placed
at the top part of the screen so that
the user does not have to scroll down
to see it; 3. any prominent story (in
any medium)
above-the-line advertising promo-
tional message for which a commis-
sion is paid, such as commission for
an ad in a magazine or a stand at a
trade fair
above-the-title the location of credits
that appear before the title of a movie
(for example, the names of the star-
ring actors, the name of the director,
and the name of the producer)
absence the exclusion of a sign (a
word, a symbol) from a specifc loca-
tion to show that the same position
can be flled by other signs, but with
different meanings. for example, in
the sentence The . . . ate the cake,
the empty slot can be flled by nouns
such as boy, girl, woman, or man.
Absence is a technique for showing
ways in which meaning is deter-
mined.
absence-of-language technique
advertising strategy employing the
omission of taglines, slogans, or any
other kind of verbal commentary,
suggesting implicitly that a product
“speaks for itself.” Print ads without
captions and TV commercial scenes
without dialogue or explanation
are common absence-of-language
techniques. Sometimes, the technique
is intended to provoke the viewer
through the image.
absolute cost actual cost of placing
an ad in some medium (magazine,
newspaper, radio, television, Internet)
absolute time length of time that an
audio disc has been playing
abstract data type in computer
programming, a data set defned
by the programmer in terms of the
information it can contain and the
operations that can be performed
with it
abstract expressionism a move-
ment in twentieth-century art that
broke away from the concept of art
as representation, promoting instead
a mode of painting that expresses the
5
ACAdeMY of MoTIoN PICTUre ArTS ANd SCIeNCeS
emotions spontaneously through the
act of transferring paint onto a can-
vas. The term was used originally to
describe russian-born artist wassily
Kandinsky’s painting style between
1910 and 1914. Infuenced by euro-
pean avant-garde artists, the abstract
expressionist movement found its
main home in New York City in the
1950s. Abstract expressionist paint-
ings consist mainly of shapes result-
ing from the gestures made by the
artist’s hand, called action paintings;
or compositions of colors and shapes
for their own sake, called color feld
paintings. J ackson Pollock, willem
de Kooning, Mark rothko, Helen
frankenthaler, and robert Mother-
well are some well-known abstract
expressionists.
absurdist theater [also called
theater of the absurd] popular and
infuential nonrealistic drama genre
of the 1950s and 1960s. Infuenced
by existential philosophy, and
especially by Albert Camus’s essay
“Le Mythe de Sisyphe” (1942; “The
Myth of Sisyphus”), absurdist dramas
are characterized by such features
as the elimination of traditional plot
lines, the reduction of language to a
game, the downgrading of characters
to archetypes, the allusion to settings
and locations as nonspecifc, and
portrayals of the world as alienating
and incomprehensible. Key works in
the genre include Samuel Beckett’s
Waiting for Godot (1952) and eugène
Ionesco’s Le Rhinocéros (1959).
aC nielsen leading global market
research frm, founded in 1923, best
known for its nielsen’s ratings,
which measure audience size and re-
action to media programs and events.
web site: www.acnielsen.com
academy award [also called the
oscar] prestigious honor conferred
annually by the academy of
motion Picture arts and
sciences in the United States to out-
standing actors, directors, composers,
and others involved in motion pictures
academy of motion Picture arts
and sciences professional organiza-
tion founded in 1927 to promote the
advancement of the motion picture
industry; composed of over 6,000
motion picture professionals, includ-
ing actors, directors, writers, produc-
Upward (1929) by Wassily Kandinsky
6
ACAdeMY rATIo
ers, and technical artists. web site:
www.oscars.org
academy ratio the ratio (1.33 to 1)
of the width of a flm frame to the
height of the frame, as standard-
ized by the Academy of Motion
Picture Arts and Sciences before the
development of widescreen format
acceleration factor increased
effciency in communications
technologies, which causes a more
immediate impact of events upon the
media
accent distinctive manner in which
a language is pronounced, character-
istic either of individuals, a region,
a social group, or some other com-
munity
access ability of people to view,
investigate, or question the products,
activities, or motives of major media
outlets and companies
access channel in cable television, a
nonbroadcast channel dedicated to lo-
cal issues (for example, educational,
governmental, among others)
access controller 1. device that
moves image data to a video control-
ler; 2. hardware that provides data
link connectivity for area network
providers such as ethernet
access head disk drive component of
a computer that moves to a specifc
part of the disk’s surface to read the
information stored there
access number telephone number
dialed by a computer to link it to an
Internet service provider or other
type of network provider
access panel group monitored for
research purposes so as to document
their television viewing habits
access provider [see internet ser-
vice provider]
access television television that
broadcasts independently of state
controls, usually with a small budget
and reaching a limited area
accessed voices individuals who are
given exposure by the media (celeb-
rities, politicians, experts) because
their views are considered to be
distinctive or, at least, not necessarily
representative of those of the general
public
accessing practice of including ver-
bal quotations and taped interviews
from various media originating from
people not employed by the media
organizations
accessory shoe camera bracket to
which an accessory such as a fash
unit may be attached
accordion insert advertisement
inserted in a magazine, folded in an
accordion style
acculturation adaptive process by
which change in culture occurs when
two or more societies (with their own
7
ACroNYM
cultural traditions) come into contact
for an extended period of time. often
the result is a bidirectional adapta-
tion, whereby the beliefs, conven-
tions, customs, and art forms of each
society in contact become fused or
mixed (to varying degrees); or one
society may undergo partial or total
adaptation to the culture of the other
society (or societies).
accumulation audience-counting
method by which people exposed
to a specifc media product are
counted once within a specifed time
period
acid house electronic disco music
popular in the 1980s, associated with
the use of the drug ecstasy
acid jazz musical genre consisting of
a blend of funk, jazz, and soul music
that emerged in the 1980s
acid rock type of rock music popular
in the 1960s that used peculiar instru-
mental effects suggestive of psyche-
delic (hallucinatory) experiences
aCorn [acronym for a classifca-
tion of residential neighborhoods]
consumer research method of clas-
sifying residential areas according to
the type of people who live in them,
the type of homes in which they live,
and other such categories
acoustic rock style of rock music
played mainly on acoustic instru-
ments (instruments without amplif-
cation)
acoustics study of the wave pat-
terns produced by language sounds
( consonants, vowels, tones, etc.).
Now classifed as a branch of
Phonetics, the physical analysis of
linguistic sound waves is traced to
Tonempfndungen als physiologische
Grundlage für die Theorie der Musik
(1863; On the Sensation of Tone as
a Physiological Basis for the Theory
of Music) by the German physi-
cist hermann von helmholtz.
Acoustic phoneticians record and
analyze speech waves with devices
and instruments designed to identify
recurrent patterns.
acquiescent audience people who
are receptive to advertising and
are more likely to be impressed by
humorous, clever, or eye-catching
ads
acquisitions editor editor of a book
publishing house who seeks new
works or evaluates submissions
acronym word, form, or abbre-
viation constructed with the initial
letters of a phrase, expression, or
group of words (or parts of words):
for example, CD = compact disc,
DNA = deoxyribonucleic acid, laser
=light amplifcation by stimulated
emission of radiation, IQ = intelli-
gence quotient. Acronymy is a major
feature of the language used in online
social sites such as chat rooms, text
messages, and other types of digital
communication venues: for example,
cm = call me; ruok? = are you OK?;
g2g = got to go.
8
ACTA dIUrNA
Acta diurna (Acta publica or Acta
populi) the frst known newspaper,
written on a tablet, which reported on
matters of public interest in ancient
rome, after 27 b.c.e.
actant in narrative theories, a recur-
rent role that manifests itself in stories
across the world and across time: for
example, a hero, an opponent, a helper,
etc. The notion was developed primar-
ily by the twentieth-century french se-
miotician algirdas Julien greimas,
who claimed that actants relate to each
other in a binary fashion, giving the
narrative its trajectory and plot form:
subject vs. object, sender vs. receiver,
helper vs. opponent, and so on.
actantial theory model of narrative
analysis based on the concept of
actant
action code 1. code used to describe
events in a narrative; 2. commands
used in computer programming
action code script (abbreviated as
aCs) scripting language used in
some modem doom source ports
action genre story that revolves
around pugilistic action, martial arts
action, or some other form of violent
combat featuring a large number of
action sequences
action replay repeat of a brief flmed
segment, often in slow motion
action shot scene involving move-
ment in a flm or television program
action theory in some philosophi-
cal systems, the idea that actions are
different from behaviors. The term
comes up occasionally in media
studies in discussions of the relation
between media and its effects on hu-
man behavior.
actionmedia trade name of a digital
video system developed by Intel that
allows a computer to record, play
back, and manipulate video
active audience in uses and grati-
fications theory, the people who
do not accept a media representation
or text as it is presented to them, but
interpret it, or interact with it, for
their own purposes and in their own
way, regardless of the intention of the
creator of the representation or text
active listening manner of listening
to a speaker, group, or media product
(such as a documentary, feature flm,
or television program) so as to take
into serious consideration the point of
view being put forward
active participation way in which
media intrude upon and infuence
the stories they are supposed to be
reporting impartially
active pixel region area of a com-
puter screen that displays graphic
information
active reader in uses and gratifi-
cations theory, the individual who
does not read a media representation
or text as it is presented to him or her,
9
AdBUSTerS
using it instead for his or her own
purposes and in his or her own
way, regardless of the intentions of
the maker of the representation or
text
active video part of a video signal
that contains picture information
activism theory, doctrine, or practice
of assertive, often militant, action,
such as mass demonstrations or
strikes, used as a means of opposing
or supporting a controversial issue,
entity, or person
actual malice reckless disregard of
the truth or falsity of some published
or broadcast story
actuality the live recording of an
event on location as it actually un-
folds
ad [see advertisement]
ad agency [see advertising agency]
ad campaign [see advertising
campaign]
ad copy printed text or spoken words
in an advertisement
ad Council [see advertising
Council]
ad hoc balancing of interests in
first Amendment cases, factors that
should be taken into consideration in
determining how much freedom the
press is granted
ad impression opportunity to see
an advertisement; in online advertis-
ing, ad impressions are the number
of times an ad is downloaded from a
web page
ad panel [see advertisement panel]
adage [also called aphorism] formula-
ic statement designed to bring out some
generally accepted intuition, experi-
ence, or truth, gaining currency over
time: for example, haste makes waste;
necessity is the mother of invention.
adaptive control expenditure model
used by advertisers that takes into ac-
count consumer responses to adver-
tising campaigns. It does so typically
by using statistical methods that
indicate the success of a campaign
and, thus, how much money can be
poured into it.
adbusters Canadian group of social
activists with a popular web site
and magazine who are critical of the
advertising process itself. The web
site and magazine of the same name
were founded in 1989 by Kalle Lasn
and Bill Schmalz in Vancouver. The
organization offers not only serious
critiques of advertising and consum-
erism, but also many clever parodies
of advertising campaigns, articles,
and forums on how one can recog-
nize media manipulation, information
on lawsuits and legislation on con-
sumer issues, and links for sending
e-mails to big businesses to contest
their marketing strategies. web site:
www.adbusters.org
10
Added VALUe
added value extra or additional pro-
motion service or beneft that a pub-
lication can offer its advertisers, such
as supplements or special sections
addendum section of a book, maga-
zine, or web site that is tacked on,
usually at the end, such as an appen-
dix or a further reading section
addressable technology equipment
enabling a program provider (such as
a cable television provider) to switch
to pay services
addressee in roman Jakobson’s
model of communication, the
receiver(s) of a message; the person(s)
to whom a message is addressed
addresser in roman Jakobson’s
model of communication, term refer-
ring to the sender(s) of a message;
that is, the person(s) who addresses a
message to someone
adjacency commercial break be-
tween television programs
adler, alfred (1870–1937) Austrian
psychiatrist who coined the term
inferiority complex, which he saw as
the primary source of characteristic
behaviors and of most neuroses—in
contrast to freud’s emphasis on
sexual drives as the primary psychic
forces. Adler’s most infuential works
are Über den nervösen Charakter
(1912; The Nervous Constitution)
and Menschenkenntnis (1927; Under-
standing Human Nature). His works
are often cited in psychological stud-
ies of media reception and communi-
cation problems.
admass segment of society at which
an advertising camPaign is aimed
administrative research term frst
used by Paul lazarsfeld in 1941
to describe the type of research car-
ried out by teams of researchers or
institutions, using empirical methods
(such as opinion polling) and seeking
to answer clearly defned problems
(who watches TV, why they watch it,
how effective are advertising mes-
sages, and so on)
adnorm measure of readership aver-
ages for print publications over a
two-year period, used as a baseline
for comparing specifc ads on average
terms
adobe acrobat trade name for soft-
ware developed by Adobe Systems
that converts documents and format-
ted pages in such a way that they can
be viewed on a computer
adobe Photoshop graphics edit-
ing software developed by Adobe
Systems
adorno, Theodor (1903–1969)
infuential German Marxist thinker
who was a leading fgure in the so-
called frankfurt school. Adorno
berated pop culture as an aberra-
tion of true culture. He and max
horkheimer (another frankfurt
School founder) coined the term
culture industry to describe the
11
AdVerTISeMeNT PANeL
process by which mass forms of
culture were produced—in analogy
with the industrial manufacturing
of commercial products. Adorno
did not see pop culture as a threat to
social authority, but rather as a way
to homogenize cultural products so
that they can be consumed easily and
without thought. His ideas are often
cited in media studies. His work The
Culture Industry: Selected Essays on
Mass Culture (english translation
published posthumously in 1991) is
considered signifcant.
adperson [previously adman]
person whose job is in the feld of
advertising
aDr [see automatic dialogue
replacement]
aDsL [see asymmetrical Digital
subscriber Line]
adspeak kind of jargon used in the
advertising feld
adspend amount of money spent on
advertising a particular product
adult contemporary music genre
popular music that appeals mainly
to an older audience; this genre can
include music that was once aimed
primarily at teenagers, such as the
music of frank Sinatra, the Beatles,
the rolling Stones, or Madonna
adult movie [also called porn
movie] sexually explicit movie that is
primarily of prurient interest
advance statement given to the
media in advance of an event’s occur-
rence so as to optimize coverage
adventure spy genre narrative that
involves espionage, mystery, crime,
and/or adventure
adventure story action tale revolving
around daring heroes and sly villains
in fantastic situations. robert Louis
Stevenson’s novel Treasure Island
(1883) is an example of this popular
form of children’s literature.
advergame term that appeared in
Wired magazine’s “J argon watch”
column in 2001, now applied to free
online games commissioned by major
companies to promote their prod-
ucts. Advergaming is the practice of
using games to advertise a product,
organization, or viewpoint. Typically,
companies provide interactive games
on their web sites in order to draw
potential customers to them so that
users will spend more time on the
web sites, becoming more aware of
their products.
advertisement [abbreviated as ad]
public promotion of a product or
service by means of a notice, such as
a poster, newspaper display, or paid
announcement in some electronic or
digital medium, designed to attract
public attention or patronage
advertisement panel [abbreviated
as ad panel] specially designed
advertising space in a newspaper or
magazine
12
AdVerTISer
advertiser manufacturer, service
company, retailer, or supplier that
advertises its product(s) or service(s)
advertising public announcement,
promotion, support, or endorsement
of a product, a service, a business,
a person, an event, etc., in order to
attract or increase interest. A poster
found in Thebes, dated to 1000 b.c.e.,
which offered gold for the capture of
a runaway slave, reveals that adver-
tising has been practiced since antiq-
uity. In both the ancient and medieval
worlds, advertising was also carried
out by town criers—people who read
advertising materials to the public—
since many people were illiterate. In
the seventeenth century, the London
Gazette became the frst newspaper
to set aside a section for purposes of
advertising. Book publishers, seed
companies, railroads, and steamship
lines were among the early users
of nationwide advertising. Today,
advertising has morphed into a
dominant form of social discourse
infuencing lifestyle, worldview,
economic systems, politics, and
even traditional values, since it is
designed to suggest how people can
best satisfy their needs and reach
their goals.
advertising agency [abbreviated as
ad agency] company that creates ad-
vertising camPaigns for products.
The frst modern agency was founded
in 1841 by Philadelphia entrepreneur
Volney B. Palmer. A few years later,
Palmer opened offces in major east
Coast cities (New York, Boston,
and Baltimore). In the frst decade
of the twentieth century advertising
agencies began to hire psychologists
to help create campaigns designed
to increase the desire to buy goods
through persuasion techniques.
American psychologist J ohn B.
watson, for instance, was hired by
the J . walter Thompson Agency.
Today the ad agency business has
developed into an enterprise so huge
that, for some critics, it has come
to symbolize the style of American
capitalism—a style based on hype
and evangelical fervor.
advertising boycott boycott orga-
nized against companies so as to
persuade them to abandon an adver-
tising campaign for a specifc social
or political reason
advertising brief list of objectives
and instructions issued by a company
to an advertising agency for
the design of an advertising
camPaign
advertising campaign [abbreviated
as ad campaign] series of advertise-
ments constructed around the same
theme or using the same style, which
together attempt to make the identi-
cal pitch for a product in a specifc
way. for example, the Mcdonald’s
“I’m lovin’ it!” campaign directed
its message to a young audience; the
deBeer’s “diamonds are forever”
campaign used images of elegance,
romanticism, and the like to pitch its
message about the beauty and classic
elegance of the company’s diamonds.
13
AerIAL
advertising Council [abbreviated
as ad Council] private nonproft
organization founded in 1942 that
produces and disseminates public
service announcements on behalf of
various sponsors. web site: www.
adcouncil.org
advertising impressions number of
times that an advertisement actually
reaches an intended audience, that is,
the total number of views by all audi-
ence members
advertising media communication
channels that carry advertising mes-
sages to consumers. These include
print media (newspapers, magazines,
pamphlets), electronic media (radio,
television), outdoor signs and posters,
phone directories, direct mailings,
novelties, and the Internet.
advertising page exposure measure
of the opportunity for readers to
see a particular print advertisement,
whether or not they actually look at
the ad
advertising plan explicit outline of
what goals an advertising campaign
should achieve, how to accomplish
those goals, and how to determine
whether or not the campaign was suc-
cessful in achieving those goals
advertising rate amount of money
charged for advertising space or time
advertising space any space avail-
able for advertising in a media
product (for example, newspaper,
magazine, radio program, television
slot)
advertising specialties special items,
such as T-shirts, mugs, pens, or cards,
given away as part of an advertising
campaign
advertising techniques procedures
designed to inform or persuade
people. Among the most common
techniques are the attention-
getting headline, the basic appeal,
the comparison of products, the
Product character, rePetition in
advertising, the slogan, and the
testimonial.
advertising time amount of time
on radio or television set aside for
advertising
advertorial advertisement that has
the appearance of a news article or
editorial, in a print publication
advice column section of a news-
paper, magazine, or web page that
is intended to give advice to readers
who have sent in questions or queries
advocacy advertising type of adver-
tising used to promote a particular
position on a controversial political
or social issue
advocacy journalism type of jour-
nalism intended to promote a position
on a political, controversial, or social
issue
aerial [also called antenna] metal-
lic apparatus used for sending and/or
14
AerIAL AdVerTISING
receiving electromagnetic waves or
signals
aerial advertising ads of products
or services displayed in the air from
balloons or planes
aerial perspective technique of mak-
ing objects appear more distant by
portraying them less sharply; based
on the phenomenon of atmospheric
distortion
aerial shot camera shot taken from a
high position above the action
aesthesia in both art criticism and
psychology, a subject’s sensory and
emotional reaction to a stimulus
(a melody, painting, etc.), inducing
a heightened sensitivity to its
beauty
aesthetics the perception and experi-
ence of beauty and meaning in art;
aesthetics deals in particular with the
question of whether such perception
exists in the mind of the interpreter
or whether it is an intrinsic part of
a work of art (independent of an
interpreter). The term was introduced
in 1753 by the German philosopher
Alexander Gottlieb Baumgarten.
Media scholarship has shown that
aesthetic value is often determined
by tradition, trends, and other social
pressures on tastes, regardless of the
intrinsic value of a work. for ex-
ample, in the early eighteenth century
the plays of william Shakespeare
were viewed as barbaric and obscene.
Today, they are considered to be
among the greatest works of theater
ever written.
affective behavior category of hu-
man behavior based on feelings,
sentiments, and emotions
affliate local radio or television sta-
tion that is part of a national network
affliate fee monthly fee that cable
programming services charge local
cable operators for the right to carry
their programs
affliate marketing practice of pro-
moting companies that pay to have
their products or services advertised
on a centralized web site
affliate partner company that puts
advertising for other companies on its
own web site
affliate program form of advertis-
ing on the Internet in which busi-
nesses use banners or buttons on their
web sites to advertise the products or
services of another business
affrmative disclosure identifying
the source of information contained
in an advertisement, required by the
federal Trade Commission or other
authority, which may not be desired
by the advertiser. This consists gener-
ally in some statement that admits to
some limitation in the product or the
offer made.
afrocentric talk term coined by
American researcher J ennifer wood
15
AIdA
to refer to the use of oral storytell-
ing traditions and themes by African
Americans to make sense of their
world and thus to build self-identity
and a sense of dignity
afropop contemporary music from
Africa and African communities
afropop worldwide public radio
international that features afroPoP
music. web site: www.afropop.org
afterimage visual sensation in which
an image persists after the visual
stimulus has been removed; for ex-
ample, the spot of light one sees
following a burst of light, such as that
from the fash of a camera
afterpiece short comedic entertain-
ment that follows the performance of
a play
agate line standard measure of news-
paper advertising space, used espe-
cially for classifed advertisements
(1 column wide by 1/14 inch deep)
age profle audience for a particular
media event, ad, or product, classifed
according to age group
agency 1. means or mode of acting
or behaving in a socially meaningful
way; 2. ability of individuals to act
self-consciously and to exert their
will through involvement in social
practices; 3. an establishment that
conducts business for another
party (e.g., an advertising
agency)
agency commission agency’s fee for
designing and placing advertisements
agency roster list of different adver-
tising agencies that work for the same
company
agenda list of items or issues to be
covered (e.g., by the media) in order
of their purported importance
agenda setting according to one
theory, infuential role played by the
media in their determination of which
issues are covered and their relative
order of importance
agent person who is authorized to act
as the representative of another party
(for example, a literary agent who
represents a writer)
aggregator web site that collects
syndicated news from other web sites
aggressive cues theoretical model
that identifes certain classes of
people as acceptable media targets
for real-world aggression
agit-prop practice of using the media
to spread propaganda
agora 1. a gathering place; in par-
ticular, the marketplace in ancient
Greece; 2. a marketplace on the
Internet
ai [see artifcial intelligence]
aiDa [acronym for attention,
interest, Desire, and action] model
16
AIded reCALL
of how to use advertising to get the
consumers’ attention, then develop
their interest in a product, followed
by consumers’ desire to purchase
the product, and fnally resulting in
consumers’ action to actually go out
and purchase it
aided recall research method
frequently used to determine what
consumers remember about an adver-
tisement they have seen or heard
air [see average issue readership]
airbrush technique for covering im-
perfections or removing faws from
photographic images
airdate date of a radio or television
broadcast
airplay occasion when a recording is
broadcast on the radio, or the number
of times a record is actually played
airtime amount of time given to
a program in radio and television
broadcasting
airwaves radio waves making broad-
casting possible
album recording of music that is
issued and marketed as a single
product, e.g., a record album or a Cd
album
album cover jacket of a record
album (originally for a 33 1/3 rpm
record album), often of interest either
because of its relation to the musical
text or its representation of a theme.
famous album covers include those
created for the Velvet Underground
by andy Warhol, featuring the im-
age of a banana, and several created
for the Beatles, especially the Sgt.
Pepper’s Lonely Hearts Club Band
(1967) cover.
alienation term coined by karl
marx to describe a sensed estrange-
ment from other people, society, or
work. Today, psychiatrists defne
alienation as a blocking or disso-
ciation of a person’s feelings. Some
philosophers believe that alienation
is produced by a shallow and dep-
ersonalized society. fourth-century
theologian Saint Augustine wrote
that. due to its sinful nature, human-
ity was alienated from God. To Aus-
trian psychoanalyst sigmund freud,
alienation resulted from the split be-
tween the conscious and unconscious
parts of the mind. french social
theorist Émile durkheim suggested
Album cover of Yellow Submarine (1969)
17
ALPHABeT
that alienation stemmed from a loss
of societal and religious tradition.
existentialists saw some measure of
alienation as an inevitable part of the
human condition.
alienation effect in Marxist theory,
the result of using alienating tech-
niques, such as unsettling lighting
effects or bizarre soundtracks, that
force an audience to develop a criti-
cal attitude toward a performance or
message to which they are exposed
al J azeera infuential satellite televi-
sion channel, based in Qatar and
launched in 1996, that broadcasts in
Arabic. Al J azeera came to interna-
tional notice after the terrorist attacks
of September 11, 2001, because of
its contrasting coverage of world
issues compared with that of western
media. web site: www.aljazeera.net/
english
all-channel legislation U.S. federal
law, passed in 1962, requiring all
television sets to be equipped with
both VHf and UHf receivers
allegory literary work with a purely
symbolic meaning; that is, a work
in which the characters and events
symbolize spiritual, moral, or
political meanings or ideas. Some
historically important allegorical
works are Le roman de la rose
( thirteenth century) by Guillaume
de Lorris and J ean de Meung; The
Divine Comedy (1321) by dante
Alighieri; and Pilgrim’s Progress
(1678) by J ohn Bunyan.
alliteration rhetorical (poetic tech-
nique) consisting of the repetition
of the initial consonant sound(s) in
several words in a phrase, expression,
etc.: The sun always shines in sum-
mer; Peter plays the piano perfectly
alliteration technique advertising
method based on alliteration, usu-
ally involving the name of the brand
being advertised, purportedly enhanc-
ing the probability that a product’s
name will be remembered: Marlboro
man; Guinness is good; Frosted
Flakes; Tony the Tiger
allness attitude the outlook of
people who think that they know
everything there is to know about
someone or something. In the feld of
semantics, this attitude is thought to
make communication more diffcult.
allofmp3.com one of numerous
russian web sites that offer popular
music (for downloading to a com-
puter or mp3 player) for a fraction of
what iTunes charges
allusion indirect reference (to person,
character, idea, etc.) in common
discourse or narrative art
alpha international code word for
the letter A, used in radio communi-
cations
alphabet system of symbols, com-
monly called letters or characters,
used for representing speech sounds.
Alphabets are distinguished from
other systems by the fact that, ideally,
18
ALPHANUMerIC
each letter in the system stands for a
particular sound in a word. A syl-
labary, on the other hand, consists of
symbols representing syllables; a pic-
tographic system consists of picture
symbols for representing things and
ideas (rather than sounds in words);
and an ideographic system consists
of picturelike symbols that stand
for complex ideas (such as motion,
states, etc.).
alphanumeric letters, numerical
symbols, and punctuation marks,
mathematical symbols, and other
conventional symbols, used in some
combination to create words, phrases,
or entire sentences. This is a major
feature of language used in chat
rooms, text messages, and other types
of digital communications: g2g =
Got to go; 2dA = today; gr8 = great.
alt Internet web site that posts dis-
cussions about alternative subjects of
all kinds
alterity [also called otherness] view
that emphasizes diversity in phi-
losophy, the arts and sciences, and
media representations. This concept
gained prominence after michel
foucault’s allegation in the 1980s
that the other—anyone who was
different in sexual orientation, eth-
nicity, etc., from those with social
power—had been excluded from or
marginalized by western systems of
representation.
alternate media any media of adver-
tising other than direct mail
alternative comedy style of comedy
and/or humorous material that is de-
liberately different from mainstream
comedy
alternative media nonmainstream
media forms (such as pamphlets or
graffti) that arise to complement
and sometimes challenge traditional
media forms
alternative newspapers [see alter-
native press]
alternative press nonmainstream
press with a small circulation, which
espouses radical viewpoints, espe-
cially in the area of politics
alternative rock rock music that is
performed by relatively unknown
musicians and/or is promoted by
small record companies
althusser, Louis (1918–1990)
french Marxist scholar whose ideas
are often cited in the literature on
media and pop culture, especially his
view that media are part of ideologi-
cal systems. Among his important
works are Pour Marx (1965; For
Marx) and Lénine et la philosophie
(1969; Lenin and Philosophy).
am radio [abbreviation of amplitude
modulation radio] radio broadcasting
system based on a carrier wave of con-
stant frequency but of varying amplitude
amazon.com web-based bookstore
that has become one of the largest
bookstores in the world
19
ASCII
ambient advertising [also called
ambient media] advertising intended
for the outdoors (posters, ads on
subway platforms, ads on buses) so
that people can be exposed to an ad
during their everyday activities
ambisonics [also called surround
sound] technique of using several
separate audio channels to record and
produce sounds so that they com-
pletely surround listeners
ambivalence category used by adver-
tisers to describe consumers who are
neither interested in, nor opposed to,
advertising
ambush interview line of ques-
tioning that is intended to catch an
interviewee off guard
america online [abbreviated as
aoL] online service provider created
by Steve Case in 1985 as Quantum
Computer Services. It changed its
name to America online and its cor-
porate structure in 1991. In J anuary
2000, AoL announced its plans to
merge with Time-warner; the merger
was approved by the federal Trade
Commission in J anuary 2001, and the
new corporate entity became one of
the world’s largest media conglomer-
ates. web site: www.corp.aol.com
american academy of advertising
[abbreviated as aaa] association of
advertising educators, students, and
professionals, dedicated to the evalu-
ation and improvement of advertising
education. The association publishes
the well-known Journal of Advertis-
ing. web site: www.aaasite.org
american association of advertis-
ing agencies [abbreviated as aaaa]
U.S. national trade association
founded in 1917 whose members are
ad agencies. web site: www.aaaa.org
american Broadcasting Company
[abbreviated as aBC] broadcast-
ing network created in 1943 that,
along with CBS and NBC, was one
of the big three in the golden era
of television from the 1950s to the
1970s. ABC is now a New York City-
based American communications
corporation, whose holdings include
television and radio stations, Inter-
net services, and print publications.
The company was acquired by walt
disney Company Media Networks in
1996. web site: www.abc.org
american dream belief that any-
body can succeed in America, regard-
less of background, race, gender, and
so on
american society for Composers,
authors and Publishers [abbrevi-
ated as asCaP] major U.S. perform-
ing rights organization founded in
New York City in 1914 to protect au-
thors, composers, and publishers by
licensing and distributing royalties.
ASCAP’s earliest members included
Irving Berlin and J ohn Philip Sousa.
web site: www.ascap.org
american standard Code for
information interchange [abbrevi-
20
AT&T
ated as asCii] standardized way of
converting text into a format that can
be interpreted by any computer
american Telephone and Telegraph
Company [abbreviated as aT&T]
one of the largest communications
companies, providing voice, data,
video, and online communications
services to residential, business,
and government customers through-
out the world. AT&T also operates
a cable television system and of-
fers local telephone service through
its cable lines in some parts of the
United States. Its headquarters
are in New York City. web site:
www.att.com
americanization purported infu-
ence that the United States has on the
culture of other nations. The term has
a negative connotation if the infu-
ence is imposed unwillingly; it has a
positive connotation if the infuence
is sought voluntarily.
a-movie in contrast to a b-movie,
a flm that is considered to be of
the best quality aesthetically and
technically
amplifcation technological en-
hancement of sound transmission to
increase volume
amplifcation of deviance process
whereby some activity, labeled as
deviant, is exaggerated as a result of
social reaction to it, which is largely
shaped and infuenced by the mass
media
amplifer device or equipment that
makes sound louder
anachronism something that is, or
seems to be, out of its proper time;
for example, using the word thou
rather than you would be considered
an anachronism in modern english
anaglyph photograph or paint-
ing showing different perspectives
or aspects of something with two
contrasting colors that are super-
imposed on each other. The image
is perceived as a three-dimensional
object when viewed with “3-d
glasses” (two correspondingly
colored lenses).
anagram a word or phrase produced
by rearranging the letters of another
word or phrase: for example, Elvis =
lives; Presbyterian = best in prayer;
deliver = live red
analog 1. mechanism in which data
are represented by continuously vari-
able quantities; 2. transmission of a
continuous electrical or radio fre-
quency wave; opposite of digital;
3. recording that uses magnetic tape
analog channel communications line
(such as a telephone line) that carries
analog signals
analogy 1. comparison between
two things that are similar in some
respects, so as to explain one of the
things or make it easier to compre-
hend: the atom can be understood as
a miniature solar system;
21
ANGLe
2. process by which language forms
are created on the model of already
existing forms: the suffx -ize (used
for example in apologize, realize,
categorize, symbolize, etc.) has been
extended to create new words such as
energize or digitize
analytic editing type of video or flm
editing in which a sequence of im-
ages is constructed to follow a plot,
rather than to explain it
analytical engine calculating
machine invented by British math-
ematician charles babbage in the
1830s, of which only a part was ever
built. Babbage’s engine was, in ef-
fect, the frst general-purpose digital
computer, although it was conceived
long before electronics technology
appeared. It had the capacity to per-
form various mathematical opera-
tions, using punched cards as a form
of permanent memory.
anamorphic lens a lens that “squeez-
es” or distorts a flmed image for
widescreen projection
anarchist cinema genre that revolves
around the theme that life is mean-
ingless or unfair and that includes an
anti-authoritarian element.
anchor main presenter of the news in
a televised newscast
anchorage in advertising, the ability
of captions to infuence the meaning
gleaned from images (photos, print
ads, etc.). The term was coined by
the twentieth-century semiotician
roland barthes.
ancillary market movie revenue
source other than the domestic box
offce one (foreign box offce, video
rights, television rights)
ancillary-to-trade any product or
service, such as advertising, that sup-
ports trade
andersch, staats and Bostrom’s
model of communication model
proposed in 1969 stressing the
transactional nature of communica-
tion, in which meanings are created
and interpreted by both the sender
and the receiver in tandem, and
are partially shaped by outside
infuences
androcentric revolving around or
emphasizing a male perspective
anecdote short account that helps
to illustrate or stimulate interest in a
more general issue
ang, ien (1960–) international
media scholar known for her work
on audiences, identity politics, and
media representation. Some of her
important works include Desperately
Seeking the Audience (1991) and
Living Room Wars: Rethinking Media
Audiences for a Postmodern World
(1996).
angle main point or focus of a story,
in journalism usually emphasized as
a headline
22
ANIMAL CoMMUNICATIoN
animal communication [also called
zoosemiotics] discipline that studies
ways in which animals communicate,
focusing on innate signaling systems
animated motion picture movie based
either entirely or in part on animation
animation moviemaking technique
of showing slightly different draw-
ings in rapid succession, creating the
illusion of continuous motion (this
visual illusion is also illustrated by
“fip books”)
animatronics technique of using
electronic and/or mechanical devices
to animate puppets, models, or any
relevant object
anime [also called manga] J apa-
nese comic-book drawing technique
characterized by very large eyes and
a layout in which the panels run from
right to left
annals records of published events or
information within a particular feld
annotation act or process of provid-
ing critical commentary or explana-
tory notes to a text or performance
announcement formal or public no-
tice uttered or communicated in some
medium (oral, written, or recorded)
announcer person who introduces
radio or television programs or
shows; in sports, person who pro-
vides continuous commentary during
the broadcast of a sports event
anomie term coined by sociologist
emile durkheim to refer to the sense
of alienation and purposelessness
experienced by a person or a class
as a result of a breakdown or lack
of standards and values. The term is
often used in the literature by those
who believe that anomie makes some
people more susceptible to the effects
of mass media.
anonymous written, created, or
produced by an unknown person or
persons
anonymous audience listeners or
recipients who have no connection
to any single group and who are
unknown to the creator of a media
product
anonymous fTP method of con-
necting to a remote computer without
requiring special permission or a
password to download fles
anonymous remail service for
forwarding e-mails or newsgroup
postings so that personal details are
excluded
answerprint fnal edited version of
a flmed piece to be checked for fnal
corrections or modifcations
antenna [see aerial]
anthology collection of vari-
ous works taken from a specifc
genre within a medium (for ex-
ample, essays, poems, sitcoms, or
documentaries)
23
ANTIMoNoPoLY CoNTroLS
anthology drama popular form of
early television programming that
brought live theater to television
audiences
anthropology study of humankind
from all points of view (evolution,
culture, etc.). Lewis Henry Morgan,
who conducted research on the cul-
tures of the Iroquois in the nineteenth
century, is considered the North
American founder of the discipline;
in europe, British scholar edward B.
Tylor is credited with its foundation.
In the 1970s, anthropological meth-
ods such as ethnography (studying
some cultural phenomenon through
systematic observation) were adopted
by media researchers to gain insights
into the ways in which traditional
forms of culture have been changed
by the mass media and mass commu-
nications technologies.
anthropomorphism in literature
and the arts, the attribution of human
qualities to objects, animals, plants,
or gods
anthroposemiotics branch of semi-
otics studying sign use in the human
species (as opposed to sign use across
species). Biosemiotics is the more ge-
neric term, used to refer to the study
of sign use across species.
anti-aliasing technique that mini-
mizes the distortion of a digital image
or sound signal, accomplished by
“smoothing,” or removing compo-
nents that have too high a frequency
to be resolved by the recording device
anticlimax rhetorical technique
of sequencing ideas in a phrase or
sentence in diminishing impor-
tance, usually for some humorous
or satirical effect: He is intelligent,
handsome, but short. Thousands died
in that horrifc war; a great deal of
time was also lost. The term anti-
climactic is often used to describe
a sudden change from something
serious to something trivial or from
something compelling to something
dull.
antics ludicrous or extravagant ac-
tions performed by an actor playing
an exaggerated comic role
antihero character in a story who
lacks the traditional qualities associ-
ated with heroes, such as bravery,
strength, idealism, or courage
antilanguage 1. language created by
a specifc group in order to exclude
outsiders from the group; 2. language
created and sustained by a specifc
group to express opposition to a
dominant linguistic order. An ex-
ample of anti-language is that found
in some rap lyrics, characterized by
intentional misspellings and other
devices that are in breach of standard
english.
antimonopoly controls regulatory
legislative measures designed to
inhibit the control of business or sup-
ply by a single entity (for example,
to prevent media conglomerates from
monopolizing the delivery of mass
communications)
24
ANTINArrATIVe
antinarrative [see antinovel]
antinomy putting together two
reasonable but opposite premises in a
seemingly contradictory fashion so as
to achieve some rhetorical effect: for
example, what is bad is really good
for you; inelegance is in fashion
antinovel [also called antinarrative]
novel lacking the traditional elements
of the narrative, such as plot struc-
ture, realistic characters, etc. Mol-
loy (1951) by Samuel Beckett is an
antinovel.
antirealism storytelling technique in
which no attempt is made to repre-
sent a situation realistically
antithesis use of words, phrases,
clauses, or expressions of opposing
meaning to emphasize contrasting
concepts: for example, He is laugh-
ing; I am crying. They are growing;
I am shrinking.
antitrust laws legislative measures
designed to protect trade and com-
merce from unlawful control by large
corporations or single entities
antiwar genre narrative that revolves
around a plot or a situation that
brings out the absurdity or depravity
of war
antonomasia 1. use of a title or
honorifc (Your Honor, Your Majesty,
etc.) in place of the person’s name; 2.
using the name of a well-known per-
sonage to describe someone who has
similar characteristics (for example,
calling a philanderer a Don Juan)
antonym word that means the op-
posite of another word: light is the
antonym of dark; hot is the antonym
of cold
aoL [see america online]
aP [see associated Press]
apache silence in sociolinguistic
analysis, the use of silence as a form
of communication in situations where
words are diffcult to fnd
aphorism [see adage]
apocalyptic thriller genre in which
the story revolves around a cataclysmic
event or disastrous end to life on earth
apocryphal of questionable author-
ship or authenticity
apologue fable intended to impart
a moral lesson, in which animals or
inanimate objects represent human
characters: for example, the stories in
Aesop’s Fables (sixth century b.c.e.)
and in the late nineteenth-century
Uncle remus tales by American
writer J oel Chandler Harris
aporia in discourse theory, the state
or expression of doubt or uncertainty
about how to proceed in a conversa-
tion or in a communicative exchange
apostrophe rhetorical strategy
whereby an actor (or writer) turns
25
ArBITrArY Code
from the other characters, the audi-
ence, or the reader to address a per-
son, a god, etc., who is either absent
or deceased: for example, What is
life, my long-departed uncle?; Oh
Death, who are you?
apothegm [also called maxim] terse
statement designed to embody a self-
evident truth: for example, Beauty is
skin deep; Night follows day
appeal 1. degree of likability of an
advertisement; 2. program or ad
campaign asking for donations for a
particular cause
appendix material added to the
end of a text (book, web page,
video)
apperception process of understand-
ing by which new observations are
related to past experience. This term
is used in the psychological literature
on media processing.
apple Computer Corporation trade
name for a computer technology
company founded in 1976 by Steve
J obs and Steve wozniak that has
developed, among its many products,
the Apple Macintosh personal com-
puter and the iPod. web site: www
.Apple.com
application service provider [ab-
breviated as asP] 1. technology for
delivering software applications and
data via the Internet; 2. a business
that sells ASPs on a subscription or
rental basis
application software computer
software designed for a specifc task,
such as word processing, accounting,
or inventory management
appreciation index measure of how
much someone has enjoyed a televi-
sion or radio program that he or she
has viewed or listened to. The subject
is asked to record his or her degree of
enjoyment as a score from 1 to 10.
appropriation process by which
innovative or resistant cultural forms
are taken up and commodifed by
media or culture industries; for
example, rap music and lifestyle have
been appropriated by various brands
to advertise their products via images
and personalities associated with rap
culture
aPTn [see aboriginal People’s
Television network]
arbitrariness in saussurean
semiotics, the theory that a sign
stands for something in an arbitrary
way and not in a way motivated by
the nature of its referent. There is no
evident reason for using, for exam-
ple, cat to designate “a small feline
considered to be a domestic animal.”
Indeed, any well-formed word could
have been coined for this naming
purpose—as long as it was consistent
with the word-formation patterns of
english.
arbitrary code system of signals or
symbols that bears no direct relation
to the ideas it portrays or refects
26
ArBITroN
arbitron provider of radio and tele-
vision rating and marketing services,
founded in 1949, that publishes regu-
lar reports for selected markets. web
site: www.arbitron.com
archetype an inherited memory rep-
resented in the brain by a recurring
image, form, or pattern. This mean-
ing of the term was introduced by
psychologist carl gustav Jung to
refer to symbolic and ritualistic forms
that manifest themselves universally
across cultures. A humorous clownish
or jester fgure, known as the trick-
ster, for instance, is an archetype.
This archetype surfaces as a buf-
foon or fool at various rituals (as in
carnivals), in narratives (for example,
Rumpelstiltskin), and in the assumed
character of modern-day comedi-
ans. J ung suggested that archetypes
are the building blocks of culture,
enabling people to react to various
life situations in ways similar to their
ancestors.
archie early search system (consid-
ered the frst Internet search engine)
for locating publicly accessible fles
or software
architecture-opera exhibition con-
sisting of a walk-through installation
and a live opera, presented on a set
with video sculptures
archive public records or historical
documents that have been preserved
for future access; material (such as
newspaper articles and flm segments)
that can be used again if needed
archive site on the Internet, a site
that provides a large collection of
downloadable public-domain fles
and programs
Areopagitica pamphlet (1644) writ-
ten and distributed by J ohn Milton,
which defended freedom of the press
and the inviolability of books
argot jargon used by a particular
group for in-group communication
(although it can spread to the soci-
ety at large). The term is generally
used to refer to the language used
by criminals or those belonging to
delinquent organizations.
argument summary of the plot or
theme of a literary work
aristotle (384–322 B.C.E.) Greek
philosopher, a student of Plato,
whose ideas on logical thinking and
on the nature of reality have infu-
enced (and continue to infuence)
modern-day western philosophy
and scientifc method. Aristotle’s
notion of catharsis has become
widespread in the study of media
audiences.
arnold, matthew (1822–1888)
nineteenth-century British poet and
social critic whose ideas against the
banality of popular forms of culture
are still cited today. His classic study
Culture and Anarchy (1869) is a po-
lemic against Victorian materialism.
arpanet [abbreviation for advanced
research Projects agency network]
27
ArTICLe
wide-area network created in the
1960s by the U.S. department of
defense for the free exchange of
information between universities and
research organizations, also used by
the military for its own communica-
tions. Arpanet was the network from
which the Internet evolved.
art any work or text (a painting, a
sculpture, a musical composition,
etc.) that evokes an aesthetic reac-
tion, impelling people to contemplate
its meaning and its qualities. The
drawings found during the Paleolithic
period, some 20,000 to 35,000 years
ago, are likely to be the frst works of
art. Twenty-frst-century art includes
a wide range of media, such as flm,
video, sound recordings, and digital
images.
art deco design style of the 1910s,
1920s, and 1930s, which emphasized
sleek elegance in form, refective
of “modern” technology. The style
became popular in 1925 at the Paris
exhibition called Exposition Interna-
tionale des Arts Décoratifs et Indus-
triels Modernes. Prominent examples
of art deco style include the interior
of the Chrysler Building (1930) and
radio City Music Hall (1931), both
located in New York.
art director individual who coordi-
nates creative artwork in advertising,
or the individual who oversees the
design of a television or movie set
art flm experimental flm created as
an artwork, not aimed at mass audi-
ences, but at cinema connoisseurs
art nouveau style of painting of the
late nineteenth and early twentieth
centuries, characterized primarily by
the depiction of leaves and fowers in
fowing, sinuous lines. The earliest
examples of art nouveau are usually
considered to be a chair designed in
1882 and an engraved frontispiece for
an 1883 book (Wren’s Early Churches)
by english architect Arthur Mackmur-
do. The illustrations of Aubrey Beards-
ley are considered the most prominent
examples of this style. In the twentieth
century, the art nouveau style became
fashionable in interior decor as well as
magazine illustrations.
article 1. text on a particular subject
in a newspaper and magazine; 2.
online message or posting
Isolde (1895) by Aubrey Beardsley
28
ArTICULATIoN
articulation 1. process of expressing
something; 2. in Marxist theory, a
term referring to the joining together
of social forces in a hierarchical
way (with one being dominant over
the other); for example, in many
present-day societies, capitalism is
the dominant force even in political
systems that include different modes
of production
artifcial intelligence [abbreviated
as ai] branch of computer science
devoted to the development of pro-
grams that will allow computers to
simulate or even replicate patterns of
human intelligence (problem solving,
speaking, etc.)
artifcial language linguistic system
invented for a particular purpose.
The best-known artifcial language
devised to facilitate communication
among people of different languages
and cultural backgrounds is esperanto.
asCaP [see american society
for Composers, authors and
Publishers]
ascription in media studies, adjust-
ment of statistical information to
refect unexpected circumstances; for
example, the reduced circulation of a
magazine due to a printing delay
a-side the more important side of a
music single (recording) that usually
contains the title track
asCii [see american standard
Code for information interchange]
asP [see application service
provider]
aspirer in advertising research, the
type of individual who wants prod-
ucts that improve his or her lifestyle
image
assets data components (audio,
video) that are used in multimedia
applications
assignment desk [also called news
desk] in print and televised media,
staff responsible for dispatching re-
porters and/or camera crews to cover
news events
assimilation [see acculturation]
assistive technology [abbreviated as
aT] technology designed to assist
disabled individuals
associated Press [abbreviated as
aP] major international news agency
founded in 1949 in New York City.
Serves as a source of news informa-
tion and visual images for print me-
dia, radio, and television. web site:
www.ap.org
association psychological notion
which contends that concepts are
formed on the basis of one thought
leading to another that is connected
with it in some way (through experi-
ence, analogy, comparison, etc.).
Starting in the 1920s, psychologists
of the behaviorist school used the
theory of association to explain the
development of mental skills and
29
ATTeNTIoN-GeTTING HeAdLINe
the acquisition of language. The
theory has been used to explain how
certain media products are received
and linked both to each other and to
social life.
association principle in advertis-
ing, persuasive technique that aims
to associate a product with a cultural
value or theme, even though the
cultural value may have no actual
connection to the product
assonance poetic effect achieved by
using words containing the same or
similar vowel sounds: for example,
I hate to be late for my date
asterisk a symbol (*) used to indi-
cate an omission or a reference to a
note. Asterisks are sometimes used
to replace letters of words, or entire
words, that are considered obscene.
asymmetrical Digital subscriber
Line [abbreviated as aDsL]
high-speed technology providing
high-speed Internet access to local
telephone service customers over
conventional phone lines
asynchronous Transfer mode
[abbreviated as aTm] high-speed
communications network technology
that allows multiple types of traffc
(voice, video) to be transmitted over
a network in bundles called cells
aT [see assistive technology]
aT&T [see american Telephone
and Telegraph Company]
aTm [see asynchronous Transfer
mode]
atmosphere 1. dominant mood or
tone elicited by a work; 2. ambient
noise added to a recording in order to
make the sound track more realistic
atmospherics 1. noises that interfere
with radio reception, caused by natu-
ral disturbances in the atmosphere;
2. in advertising, tools for the cre-
ation of an “atmosphere” or identity
for a brand, such as its name, logo,
and so on
aTr [acronym for awareness, trial,
repeat] advertising model which
claims that a consumer frst becomes
aware of a product through advertis-
ing, then buys it once to try it, and
will buy it again if it is acceptable or
suitable
attack ad political advertisement that
employs repeated negative assaults
on another candidate’s character
attention economy theory that links
the present-day wealth of informa-
tion to an economy, or scarcity, of
attention by individuals, particularly
as consumers; the proliferation of
available information on the Internet
is viewed as a signifcant factor in
attention economy
attention-getting headline style of
headline used in printed advertise-
ments, designed to immediately
attract the attention of the consumer.
Some headlines attract attention by
30
ATTeNTIoN ModeL of MASS CoMMUNICATIoN
promising that some beneft will
ensue from buying a product (such as
a savings in money, improvement in
physical appearance). other head-
lines are worded to arouse curiosity,
or to attract the attention of a spe-
cifc group (e.g., “for those who are
young at heart”).
attention model of mass commu-
nication paradigm that presents the
design of mass communication in
terms of attracting and maintaining
the attention of consumers, viewers,
or listeners
attention value likelihood that an
advertisement or media product will
attract and maintain attention and/or
interest
attitude in media studies, the dis-
position of an individual toward a
media product, especially as acquired
through cultural conditioning
attitude change theory in media
studies, a principle that aims to
explain how people’s attitudes are
formed and/or changed through me-
dia exposure
audience any group of people
exposed to media. Some audiences
(such as those for sports events or
concerts) are physically present at
the media event. other audiences
(such as those for novels, televi-
sion, or radio) are not. Additionally,
audience members need not undergo
the experience at the same time (for
example, not everyone reads the
book or sees the movie at the same
time). The idea of audience entered
media studies through psychologi-
cal research on people’s responses
to certain media messages according
to age, social class, gender, and so
on. It is now believed that there is a
constant dynamic interplay between
audiences and producers of media
products. Audience research aims
to identify the views, habits, and
opinions of media audiences of all
kinds.
audience appreciation index [abbre-
viated as aai] measure of audience
reaction to a certain media product.
The measure is used as a factor in rat-
ings research.
audience competence knowledge
that audience members build up
regarding their interests, which may
create an increase in audience satis-
faction
audience differentiation classifying
audiences into categories, such as
age, social status, gender, and educa-
tion, so as to determine the needs of
each group
audience duplication percentage of
people reached by an advertisement
(or other media event) more than
once
audience ethnography research
method in which the researcher joins
a specifc audience group in order to
observe their reactions to media from
within the group
31
AUdIoLoGY
audience factor average number of
audience members for a specifc type
of program or event
audience fow particular pattern
shown by audiences who change ra-
dio or television channels throughout
a given period of time
audience measurement research
technique that identifes what kinds of
audiences receive a particular kind of
media product and how they react to
it. The audience is determined accord-
ing to some variable or set of variables
(age, class, gender, ethnicity).
audience positioning advertising,
designing, and showcasing a product
in such a way as to appeal to an audi-
ence characterized as having certain
demographic or psychographic
features
audience segment specifc group
of individuals exposed to a media
product. The group is determined
according to some variable or set of
variables (age, class, gender, ethnic-
ity, specialized tastes, media habits).
audilog diary kept by selected audi-
ence members to record which televi-
sion programs they watched over a
given period of time. It was intro-
duced by ac nielsen as a means of
rating television shows.
audimeter electronic recording
device that keeps track of when a
television set is in use and to what
station it is set. It was introduced
by ac nielsen to monitor viewing
habits.
audio related to sound or its repro-
duction; recorded sound material of
any kind, including the sound com-
ponent of a video or flm recording
audio branding building a brand
identity through auditory association
techniques, such as jingles and songs
audio console unit consisting of elec-
tronic and/or digital components such
as a radio tuner or a disc player
audio description oral description of
what is happening on screen for the
visually impaired
audio feed sound recording sent
from one place to another
audio insert device on video equip-
ment that allows dubbing (the addi-
tion of new sound effects or dialogue
to previously recorded material)
audio recording sound reproduc-
tion of any kind. The frst device
that allowed for sound reproduction
was Thomas edison’s phonograph,
invented in 1877.
audiocassette an audiotaPe in a
small plastic box for use in a tape re-
corder. Audiocassettes have virtually
disappeared, having been replaced by
other kinds of audio recording and
playback devices.
audiology science devoted to the
diagnosis and treatment of hearing
32
AUdIoPHILe
problems. Audiologists also study the
effect of partial or total hearing loss
on a person’s ability to communicate.
audiophile individual who has an
avid interest in stereo or high-fdelity
sound recordings
audiotape narrow magnetic tape
used to record sound for subsequent
playback
audiovisual [abbreviated as aV]
materials, such as flms and dVds,
that present information in audible
and pictorial form
audit Bureau of Circulation inde-
pendent body consisting of members
from the media and the advertising
feld, which provides circulation
fgures for print media. It also audits
the circulation of print publications
to insure that reported circulation
fgures are accurate. web site: www
.accessabc.com
austin, J ohn L. (1911–1960) British
philosopher who developed a logi-
cal theory of speech acts, describing
utterances in terms of the functions
they have and the actions they are
designed to bring about. His ideas are
often cited in media and communica-
tion studies.
auteur flmmaker or director who is
perceived as having a unique
personal style or approach to flm-
making and who takes complete
control over all aspects of flm
production
auteur theory view that a director may
be regarded as a flm’s author, whether
or not he or she wrote the script
author creator of a media product
(book, poem, play, program, etc.). In
traditional literary theory, the author
is seen, implicitly, as the one who
injects a personal viewpoint into
a work; the role of the reader is to
discern and comprehend the author’s
viewpoint. recent theories, however,
view the meaning of a work as result-
ing from a negotiation of meaning
between the author and the reader.
authoring systems and software
computer systems and/or software
that allow for the creation of multi-
media texts (texts that incorporate
print, video clips, images, and sound)
authoritarian theory hypothesis
which claims that the role of the
press is to serve the interests of
government, not of the citizenry,
and should submit to governmental
control
autobiography biograPhy of a
person written by himself or herself.
The term probably was coined by
the British romantic poet robert
Southey in 1809.
autofunction device used for video
editing and playback that performs
functions such as focusing or
tracking
automatic dialogue replacement
[abbreviated as aDr] process that
33
AYer AGeNCY
allows actors to re-record dialogue
while watching themselves on screen
(during feature flm production)
autonomy in aesthetic theory, the
act of creating a work without any
reliance on some other idea, cultural
product, or value
autoscript type of prompting device
or system used by television an-
nouncers or presenters
aV [see audiovisual]
availability time and number of slots
in a medium available for advertising
purposes
avant-garde experimental work
whose style or content falls outside
the mainstream
avatar 1. in virtual reality
environments (such as certain types
of Internet chat rooms), a picture,
photograph, or animation of a human
user, chosen by the user to depict his
or her virtual-reality identity; 2. in
advertising, a brand icon designed to
move or morph freely across media
average audience 1. average num-
ber of homes or persons tuned into a
radio or television program during a
minute of broadcasting time; 2. aver-
age number of persons who viewed
an issue of a print publication
average frequency 1. average num-
ber of times that the same individual
is reached by the same advertising
campaign; 2. average number of op-
portunities that individuals have to
view an advertisement
average hours per head average
number of television viewing hours
that an entire population spent, or
could have spent, watching a particu-
lar program or series
average issue readership [abbrevi-
ated as air] estimated number of
people who have read an issue of a
publication during the period that it
has been in print
average quarter-hour average
number of people listening to a radio
program, or watching a television
program, during a 15-minute period
avi extension for a multimedia video
format fle
awareness test advertising research
technique that measures the cumula-
tive effect of an ad camPaign in
terms of a product’s ability to enter
into consumer consciousness
axiom notion universally believed to
be true and therefore accepted with-
out proof. Mathematics, for instance,
is constructed on the basis of axioms,
which are consistent with one another
and few in number.
ayer agency one of the frst docu-
mented ad agencies in the United
States, founded by advertising
pioneer francis w. Ayer in 1869 in
Philadelphia
34
fIrST ITeM
B movie [also called B
picture] 1. motion picture
produced on a low budget;
2. low-budget motion pic-
ture produced to accompany
the main feature of a double
billing during the 1930s and 1940s
b2b advertising [see business-to-
business advertising]
Babbage, Charles (1792–1871)
english mathematician who designed
a machine (called the analytical
engine) that he claimed would be
capable of carrying out complex
operations. Although he never built
even a working model of the ma-
chine, lacking appropriate technology
and funding, its principles of design
foreshadowed the modern computer.
His book Economy of Machines and
Manufactures (1832) became the ba-
sis of the feld of study known today
as operational research.
baby boomer individual belonging
to an age category of people born
during the period after the end of
world war II (1945) through 1961.
This category is quoted often in
the media literature. Baby boom-
ers constitute a market segment in
advertising.
back catalog all the publications,
recordings, videos, etc., that a par-
ticular artist or company has ever
produced
back cover back of a book or maga-
zine on which text is normally added
for various purposes (for
advertising, to explain the
contents of the book, etc.)
back issue previous issue
or edition of a periodical
back projection cinematic technique
in which the background for a scene
is created by projecting images onto
a screen that is behind the action
being flmed; also called background
projection or rear-screen projection
background 1. setting or part of
scene (in a movie, photograph, etc.)
that appears to be located at the back
of the scene; 2. information that pro-
vides details or resources for a news
story; a background story provides
information on events that preceded
the current news story
background music music that ac-
companies action or dialogue in a
flm or television program, usually
added at the postproduction stage
backing 1. accompaniment provided
for a solo musician or singer, usually
recorded on a separate track; 2. in the
theater, a fat piece of scenery placed
behind an opening such as a window
or door
backlist list of books that are not
currently promoted by a publisher but
that are still in print
backup 1. accompaniment to the
main performer of a piece of popular
music; 2. a reserve or replacement, as
B
35
BANNer
in backup computer fles or a backup
schedule for flming
badge distinctive branding that is
given to a product in order to increase
its appeal
Baird, John Logie (1888–1946) Scot-
tish electrical engineer who was a pio-
neer in the televising of moving objects
Bakhtin, mikhail (1895–1975)
russian literary theorist who claimed
that communication, including both
literature and dialogue among people,
is not merely an exchange of infor-
mation, but rather, a negotiation of
meanings. Bakhtin also introduced
the idea that pop culture serves
the same kind of social functions
as medieval carnivals. Among his
most important works are Problemy
tvorchestva Dostoevskogo (1929;
revised in 1963 as Problemy poetiki
Dostoevskogo; translated in 1973 as
Problems of Dostoyevsky’s Poet-
ics) and Voprosy literatury i estetiki
(1975; The Dialogic Imagination,
1981).
balance leveling of a signal coming
from each channel in a stereo audio
recording, so that the sound can be
blended for various acoustic and
aesthetic purposes
balanced programming the practice
of giving fair and/or impartial cover-
age to a topic or issue
ballad 1. song or poem, in folk or
traditional style, dealing with ro-
mance and love; 2. popular romantic
song with a slow tempo
balloon in comics and cartoons,
fgure resembling a balloon, which
contains words that represent either
the speech or thoughts of a character
bandwagon effect advertising
strategy that focuses on the pressure
to conform to a commonly held view;
it incorporates exaggerated claims
that everyone is using a particular
product
bandwidth 1. range of frequencies
involved in radio and telecommunica-
tions transmission; 2. amount of data
that a communication channel, such
as an Internet connection, is capable
of transmitting
bank 1. place of storage, such as
a data bank; 2. secondary part of a
headline, running just below it (nor-
mally in smaller type)
banned books books that have
been banned from public libraries or
schools for social, political, moral,
or other reasons. Among the most
famous banned books in the United
States are The Adventures of Huck-
leberry Finn (Mark Twain), Of Mice
and Men (J ohn Steinbeck), and The
Catcher in the Rye (J .d. Salinger).
banner 1. print media term for
the headline of a story of unusual
importance, stretching over the entire
width of the page; 2. slogan used by
a newspaper immediately below its
36
BANNer exCHANGe
title; 3. online advertising message
that runs across the top of a web page
banner exchange agreement be-
tween two businesses allowing ban-
ner advertisements to be displayed on
each other’s web site
Barnum, P.T. (1810–1891) famous
U.S. showman who presented such
popular and sensationalized attrac-
tions as General Tom Thumb, a
midget, and Chang and eng, con-
joined twins. with J ames Bailey,
he founded the Barnum & Bailey Cir-
cus, which merged with the ringling
Brothers Circus in 1919 to become
the ringling Brothers and Barnum
& Bailey Circus. To promote his at-
tractions, Barnum relied on colorful
advertising and publicity stunts.
Baroque style in painting, litera-
ture, and music that frst appeared
in europe in the late 1500s, lasting
until the mid-1700s, characterized
by ornamentation. In music the style
is emblemized by the composers
J ohann Sebastian Bach (1685–1750)
and Antonio Vivaldi (1678–1741).
barrier signal a defensive nonverbal
signal, such as crossing the arms or
holding a hand in front of the face
barter deal in television syndication,
an arrangement whereby no money is
exchanged between the local station
and the syndicator. The syndicator
offers a new program in exchange for
a portion of advertising revenue.
Barthes, roland (1915–1980)
french semiotician who has become
widely cited in media and pop culture
studies, particularly concerning his
view that modern systems of repre-
sentation, as well as performances
and spectacles, are recreations of
ancient myths. Popular wrestling, for
instance, is a complex performance
in which bodies, facial expressions,
gestures, and speech evoke ancient
forms of theater and spectacle. Bar-
thes was also a founder of the “New
Criticism,” a literary movement
prominent after world war II, which
emphasized the interpretation of a
text itself, independent of authorial
intentions or historical factors. His
most quoted work in media studies is
Mythologies (1957).
base and superstructure in Marx-
ist theory, an economical system is
called the “base” of society, around
P.T. Barnum
37
BeACH Box
which a “superstructure” (consist-
ing of laws, religion, culture, etc.) is
constructed
base band 1. in telecommunica-
tions, the narrow range of frequencies
required for transmitting a single
message; 2. form of a satellite signal
as it is being transmitted, before it is
converted into sound and/or pictures
BasiC [abbreviation of beginner’s
all-purpose symbolic instruction
code] a simplifed high-level pro-
gramming language developed in
the mid-1960s by J ohn Kemeny and
Thomas Kurtz at dartmouth College.
It is widely considered to be one of
the easiest programming languages
to learn.
basic cable service package of
television channels that a cable com-
pany makes available to subscribers,
usually at a lower cost than packages
that include premium channels
Basic Telecommunications agree-
ment of 1997 accord drawn up by the
world Trade organization to allow
free trade for telecommunications
services. The agreement was signed
by 69 countries.
Bass’s double action model of in-
ternal news fow (1969) model that
describes news as being processed
in two stages before release: frst, by
those who gathered the information
(reporters, researchers, etc.), and
second, by those who process the in-
formation to make it consistent with
the values and norms of the news
organization (editors, writers, etc.)
bathos sudden stylistic descent from
the lofty to the trivial, producing a
comical effect: or example, What
shall I do? I lost my best friend and
my scarf!
baud rate speed of data transfer
within a network in bits per second
Baudrillard, J ean (1929–2007)
french sociologist often quoted in
media studies. Among Baudrillard’s
ideas, perhaps the one most discussed
is that of the simulacrum, which
claims that people have become
so accustomed to viewing reality
through the media that they are no
longer capable of distinguishing
practically between fact and fction.
The gap between the two is flled by
a simulacrum, or a mode of seeing
one in terms of the other. Among
his most quoted works in the media
literature are La société de consom-
mation (1970; The Consumer Society,
1998) and Simulacres et simulation
(1981; Simulacra and Simulations,
1994).
Bay Psalm Book the frst book
published in the American colonies
in 1644; originally titled The Whole
Booke of Psalms
BBC [see British Broadcasting
Corporation]
beach box device that connects an
external microphone to a digital
38
BeAM
video camera, designed to provide
better sound recording quality
beam (n) 1. shaft of light; 2. direc-
tional radio signal; (v) 3. to broadcast
radio or television signals
beat generation 1950s generation
of American writers, including J ack
Kerouac, Allen Ginsberg, william S.
Burroughs, and Lawrence ferlinghet-
ti. Beat writers became famous for
their eccentric lifestyle and literature,
which was intended to denounce
the American dream of wealth and
prosperity. Their style was typically
improvisational and dealt with the
role of drugs, sex, and mysticism in
modern human life. The beat writers
are often considered to have set the
stage for the hippie and countercul-
ture movements of the 1960s.
bebop style of jazz music that origi-
nated in the 1940s, when a number of
young American musicians began ex-
perimenting with more complicated
chord patterns and melodic ideas in a
combo (small group) setting
beginner’s all-purpose symbolic
instruction code [abbreviated as
BasiC] programming language
developed in the mid-1960s by
J ohn Kemeny and Thomas Kurtz
at dartmouth College. It is widely
considered to be one of the easiest
programming languages to learn.
behaviorism the study of observ-
able and quantifable behavior as the
only legitimate form of psychological
inquiry (term coined in 1913 by J ohn
B. watson). Behaviorism traces its
roots to the ideas and methods of the
russian psychologist Ivan Pavlov. In
1904, Pavlov introduced the idea of
conditioned response, on which be-
haviorism is based. He demonstrated
the notion with an experiment that
has become a classic in the annals of
psychology. He started by presenting
a piece of meat to a dog, noting that
the animal would salivate instinctive-
ly, as anticipated. Pavlov called this
the dog’s unconditioned response. He
then began to ring a bell while pre-
senting the meat; after a number of
repetitions, the dog began to salivate
in response to the ringing bell, even if
no meat were presented. The ringing,
Pavlov noted, would not have made
the dog salivate initially, but asso-
ciating it with the meat eventually
brought about a conditioned response
in the dog. Starting in the 1960s,
behaviorism became marginalized
within psychology. Today it has been
revived somewhat to explain certain
types of behaviors and is thus viewed
as part of a more comprehensive
theory of human behavior. It is used
as well in media studies to explain
responses to mediated stimuli.
Bell, alexander graham
(1847–1922) Scottish-born Ameri-
can inventor of an apparatus for the
telephonic transmission of voice, frst
demonstrated in 1875, patented as the
telephone in 1876.
Bell, Daniel (1919–) American
sociologist whose work concerns
39
BeTTeLHeIM, BrUNo
the effects of political and economic
structures, including mass media, on
the individual. Among his frequently
cited works are The End of Ideology
(1960) and The Cultural Contradic-
tions of Capitalism (1976).
below-the-fold 1. the lower half of
the front page of a newspaper, gener-
ally considered to have less impor-
tance than the upper half; 2. the parts
of a web page that can be seen only
by scrolling down the page
benchmark 1. point of reference; 2.
in advertising, a measure of a target
audience’s response to the early stag-
es of an advertising campaign, which
is later compared to the response at
the end, so as to test the effcacy of
the campaign
Benedict, ruth (1887–1948)
American anthropologist who
conducted important research on
Native American cultures in the
1920s and 1930s. Benedict claimed
that culture largely determined
the choices that individuals made
throughout their lives. Among her
most infuential works are Patterns
of Culture (1934); Zuñi Mythology
(1935); Race: Science and Politics
(1940); and The Chrysanthemum
and the Sword: Patterns of Japanese
Culture (1946).
Benjamin, walter (1892–1940) phi-
losopher and aesthetician associated
with the frankfurt school, often
cited in media literature with regard
to his view that pop culture provides
a channel for the release of pent-up
emotions
Berne Convention [full form:
international Convention for the
Protection of Literary and artis-
tic works] international copyright
agreement, originally adopted in
1886. The agreement provides a
framework for the protection of intel-
lectual property, copyright, patents,
and trademarks.
Berners Lee, Tim (1955–) inventor
of the world wide web and director
of the world wide web Consortium,
which seeks to create protocols
and standards for the sharing of
information
Bernstein, Basil (1924–2000) Brit-
ish sociologist who developed the
concept of social code as a means
of understanding social beliefs and
behaviors. Among his works are
Class, Codes, and Control (1971)
and Pedagogy, Symbolic Control and
Identity (1996).
best seller product such as a book,
compact disc, etc., that sells very
well, often shortly after it is pub-
lished or issued
BeT [see Black entertainment
Television]
Beta trade name for a video format,
known for the fact that it was overtaken
in the consumer marketplace by VHS
Bettelheim, Bruno (1903–1990)
American psychologist (born in
40
BeZoS, J effreY PreSToN
Austria) who is well-known in media
studies for his penetrating analyses of
fairy tales. Bettelheim claimed that
the fairy tale represents a universal
need to engage with the workings of
the imagination and an innate sense
of fantasy. Its elements (from the
characters to its settings) are essen-
tially archetyPes, in the Jungian
sense of the term. His major work is
The Uses of Enchantment: The Mean-
ing and Importance of Fairy Tales
(1976).
Bezos, J effrey Preston (1964–)
founder and Ceo of Amazon.com
(in 1994)
bias 1. failure to cover the news in
an impartial manner (intentionally
or not); 2. a high-frequency volt-
age combined with an audio signal
during recording in order to reduce
distortion
bibliography list of books, articles,
etc., consulted and thus considered
to be pertinent to a given subject.
The General Catalogue of Printed
Books maintained by the British
Library, the catalogs of the Biblio-
thèque Nationale in Paris, and the
Library of Congress in washington,
d.C., are widely used bibliographi-
cal collections. Publishers also issue
bibliographies for informational (and
publicity) purposes. In the United
States, Publishers Weekly frst ap-
peared in 1872, and Books in Print in
1948. The International federation
for documentation and the American
documentation Institute are institu-
tions that promote the standardiza-
tion of bibliographical methods and
research.
Big Band music music popular in the
1930s and 1940s, performed by large
dance or jazz bands, usually featuring
improvised solos by lead players
big beat [also called electronica]
type of electronic music that blends
elements of rock with other styles,
distinguished by its constant rock-
style drum beats
Big Brother concept introduced by
George orwell in his 1949 novel
1984, describing a totalitarian society
in which the government, like a “big
brother,” constantly watches and
monitors its citizens in order to detect
any signs of unrest or nonconformity
big city dailies newspapers published
in cities such as New York, Los An-
geles, Chicago, and Boston
Big five studios the fve major mo-
tion picture studios—Paramount,
MGM, warner Brothers, Twentieth
Century fox, and rKo—during the
1930s and 1940s
Big four networks CBS, NBC,
ABC, and fox, the leading television
networks (before the advent of cable
and satellite television)
big idea an innovative new idea
behind an advertising camPaign
intended to attract potential
consumers
41
BINArY oPPoSITIoN
big screen movies made to be seen in
a movie theater rather than on televi-
sion or on a web site
Big Three networks the original
networks—CBS, NBC, ABC—
considered the leading television
networks before the advent of fox
and of cable and satellite television
Bildungsroman literary genre that
emerged in the early part of the
romantic period; a novel revolv-
ing around the development of a
young protagonist in psychologi-
cal and social terms. Perhaps the
most famous Bildungsroman is
Goethe’s The Sorrows of Young
Werther (1774). J .d. Salinger’s The
Catcher in the Rye (1951) is a well-
known American example of the
Bildungsroman.
billboard 1. outdoor advertising
sign; 2. poster advertising a newspa-
per by showing the main headline of
the day (usually found outside news-
paper stands); 3. advertising message
shown before, after, and during the
breaks of a television program
billing 1. listing of performers,
with prominence given to the lead-
ing performers; 2. way in which a
performance, product, or spectacle is
publicized
Biltereyst, Daniel (1962–) well-
known scholar who has written on
flm censorship and reality television;
his articles have been published in
journals such as European Journal
of Communication and Journal of
International Communication.
binarism a structuralism theory
that we extract meaning from two
forms (words, symbols, etc.) simul-
taneously by detecting a minimal
difference between them. The words
cat and rat differ minimally in terms
of the initial sounds with which they
are constructed. This binary differ-
ence keeps the two words distinct.
Binarism can be applied to a vast
array of forms; for example, in music
the difference between a major and
minor chord is signaled in a binary
fashion by a semitone difference in
the middle tone of the chord.
binary feature element that is either
present [+] or absent [–] in the consti-
tution of form, thereby keeping it
distinct. The word cat is marked as
[+singular] and cats as [–singular].
The [±singular] is a binary feature.
binary opposition refers to the fact
that many aspects of meaning are
perceived in terms of opposites, such
as good vs. evil, night vs. day, etc. An
opposition often leads to a connected
set of derived oppositions. So, for
example, in a narrative the good char-
acters are opposed to the evil ones
in terms of derived oppositions such
as us vs. them, right vs. wrong, truth
vs. falsity, and so on, which manifest
themselves in actions, statements,
plot twists, etc. In social theory, some
binary oppositions, such as self vs.
other, us vs. them, man vs. woman,
young vs. old, are seen as potentially
42
BIodATA
dangerous because of the tendency of
people to identify with the positive
element in the opposition, seeing the
other as negative.
biodata biographical details about an
individual
biography 1. account of a person’s
life in the form of a book, movie,
television program, etc.; 2. literary
genre dealing with people’s lives as
metaphors of life in general. In the
ancient and medieval worlds, biog-
raphies were written primarily about
the most prominent individuals—
heroes, rulers, saints, etc. Giorgio
Vasari’s Vite de’ più eccellenti
architetti, pittori e scultori italiani
(1550; Lives of the Most Eminent
Architects, Painters, and Sculptors)
marked a humanistic interest in the
lives of other types of individuals. As
a literary genre, the biography traces
its roots to The Life of Samuel John-
son, LL.D. (1791) by J ames Boswell.
biopic [abbreviation of biographical
picture] movie that presents the biog-
raphy of (usually) a well-known person
biotechnology 1. use of microorgan-
isms as agents to produce useful ma-
terials or aid in industrial processes;
2. application of technological facts
and principles to biological science,
as in bioengineering
bit [short for binary digit] the small-
est unit of information handled by a
computer; one character of a system
that uses only two characters (0 and 1).
In groups of eight, bits become the
familiar bytes that are used to repre-
sent all types of information, includ-
ing the letters of the alphabet and the
digits 0 through 9.
bit caster radio station accessible
only on the world wide web
bit map an image stored in the form
of bits. Bit maps cannot be enlarged
without some distortion of quality.
BiTneT [acronym for Because
it’s Time network or Because it’s
There network] network created in
1981 connecting computers in the
educational and research domains (at
universities, schools, institutes, etc.)
to communicate news of develop-
ments in academic, scientifc, and
related matters.
biweekly newspaper or magazine
that is published once every two
weeks
black box technologies television
systems (such as TiVo) that allow
viewers to record and save programs
by digital storage means rather than
onto videotape, as with older VCr
systems
Black entertainment Television
[abbreviated as BeT] American
cable network with programming tar-
geted at African American audiences
in the United States
black-and-white movie or photo-
graph using only black and white
43
BLoCKBUSTer erA
BlackBerry trade name for a hand-
held wireless device that provides
e-mail and Internet services, along
with phone, text messaging, and
software applications
blacklist 1. list of people who are not
approved or who are to be boycotted;
2. list of people from whom corre-
spondence (especially e-mail corre-
spondence) is not welcome
blackout any interruption or exclu-
sion of a broadcast for technical rea-
sons, on account of a labor dispute,
or due to government prohibition
blanket coverage advertising to the
general public (with no target group
in mind)
blat slang term for tabloid newspaper
bleed 1. to print something so that
the colors blend into each other; 2. to
print something beyond the edge of
a page
bleep out to efface an offensive
word or phrase uttered on radio or
television
blind booking practice of renting
flms to exhibitors without letting
them view the flms beforehand
blind certifcate type of online
cookie used to track which web sites
have been visited by an individual by
identifying the computer system used
blink ad television commercial last-
ing just one second
blitz intensive, short-term marketing
campaign
block-booking early movie studio
tactic of getting theaters to accept
marginal or inferior flms in order to
obtain access to major flms with the
most popular stars
block printing technique of printing
from carved blocks of wood or other
materials
blockbuster flm or book that gains
widespread popularity and achieves
enormous sales
blockbuster era period from the
1970s onward, when movie studios
started making relatively inexpensive
movies for large audiences. These
BlackBerry
44
BLoCKBUSTer MeNTALITY
movies came packaged with cable
deals, video/dVd products, etc.
blockbuster mentality movie- making
philosophy characterized by the
taking of reduced risks by producing
movies with blockbuster potential
blog [abbreviation of weblog] web
site with a regularly updated list of
commentary and links to information
on the Internet. A blog often serves
as a publicly accessible journal for an
individual or community of individu-
als, and tends to refect the distinct
character and personality of the site’s
users. Blogs are set up with easy-to-
use authoring tools.
blogosphere parts of the world wide
web where bloggers communicate
with each other
blogware software designed to help
people set up blogging sites
blowup enlargement of a photograph,
or part of a photograph, so that its
details can be seen more clearly
blue-eyed soul soul music performed
by white musicians, rather than Afri-
can American musicians
bluegrass music type of folk music
originating in the southern United
States, typically played on banjos and
guitars and characterized by rapid
tempos and jazzlike improvisations
blues style of music that evolved
from southern African American
secular songs in the early 1900s,
distinguished by slow tempo and
sorrowful melodies and lyrics and
played on simple instruments. After
1950 some blues musicians, includ-
ing B.B. King and ray Charles, used
electric guitars and louder electric
basses. record companies applied the
terms rhythm and blues and soul to
music in these styles.
Bluetooth trade name for a technol-
ogy that enables portable electronic
devices to connect with each other
and the Internet
Blumler, J ay g. (1924–) one of the
founders of uses and gratifica-
tions theory. Among his key works
are Television in Politics (with d.
McQuail; 1968) and The Uses of
Mass Communication (as editor, with
e. Katz; 1974).
blurb short complimentary text, of-
ten written about a book on its cover
or jacket
Bmi [see Broadcast music inc.]
Boas, franz (1858–1942) German-
born American anthropologist who
laid the foundations for modern
theories about the effects of culture
on human behavior and develop-
ment. Boas argued that differences
in human behavior are determined
primarily by environment, not
genetics. He was among the frst to
emphasize feld research—studying
a people by living among them. His
books include The Mind of Primitive
45
BooM
Man (1911) and Race, Language, and
Culture (1940).
body double actor whose job is to
substitute for a starring actor for
some reason during flming (for
stunts, for specifc action sequences,
etc.)
body language set of manner-
isms, gestures, postures, and facial
expressions that represent or com-
municate something. The elements
of body language are divided into
witting (gestures, expressions, etc.,
used intentionally to communicate
something) and unwitting (gestures,
expressions, etc., used instinctively
to reveal an emotional or affective
state).
Bollywood name (mimicking “Holly-
wood”) that refers to India’s prolifc
movie industry
book collection or assemblage of
pages held together in some way and
containing verbal text and (some-
times) fgures and illustrations. The
clay tablets of ancient Mesopotamia
and the scrolls of ancient egypt,
Greece, and rome were the earliest
books (or proto-books). By the fourth
century c.e., a ringed assemblage,
called a codex, became popular as a
book form. It was made with wooden
tablets covered with wax. In the early
Middle Ages scribes in monasteries
used quill pens to copy books. As a
result of this costly process, books
were rare objects, read primarily by
clerics and aristocrats. The Chinese
had invented printing on paper from
movable type in the eleventh cen-
tury. Paper was introduced to europe
in the ffteenth century by Islamic
scholars. The technology for mov-
able metal type was perfected by the
German printer J ohannes Gutenberg,
making the production of paper-
based books rapid and much more
affordable. The frst book printed
with such technology was the Bible
in 1455. The mass-produced book
encouraged literacy among all classes
of people.
book club 1. organization that sells
books to members, generally at
reduced rates, such as Book-of-the-
Month Club and Literary Guild; 2.
informal group formed to read and
discuss books
book superstores large book chains,
such as Barnes & Noble and Borders,
that sell not only books but also other
products (videos, records, etc.) and
usually include a coffee shop and
other amenities
bookmark address of a web site that
is stored in a computer’s memory so
that it can be revisited easily
books on tape audiotape books that
generally feature actors or authors
as narrators of entire or abridged
versions of popular fction and trade
books
boom long, adjustable stand or pole
used to suspend a microphone or
camera
46
BooMerANG reSPoNSe
boomerang response any audience
response to a media text that is the
opposite of the one intended
boosted sample used primarily for
marketing purposes; to sample from
a portion of a population, rather than
the whole
bootlegging illegal pirating of Cds,
dVds, etc., that are produced and
sold without permission from the
original copyright holder
borderless world common reference
to the global economy in the age of
the Internet
Bourdieu, Pierre (1930–2002)
french sociologist, well-known for
his treatment of the notion of cul-
tural caPital. Among his key
works are Sens pratique (1980; The
Logic of Practice, 1990) and La dis-
tinction (1979).
boutique agencies in advertis-
ing, small regional advertising
agencies that offer personalized
services
bowdlerize to eliminate from a piece
of writing whatever is construed as
being obscene or offensive. The term
was coined from the surname of dr.
Thomas Bowdler, the english editor
who, in 1818, published Shake-
speare’s plays in an edition, titled The
Family Shakespeare, from which he
excised “those words and expressions
which cannot with propriety be read
aloud in a family.”
box offce 1. booth in a theater where
tickets can be purchased; 2. income
from ticket sales for a movie or enter-
tainment event
brainwashing 1. severe, forcible in-
doctrination, usually with a political
or religious intent, aimed at destroy-
ing someone’s basic convictions and
attitudes and replacing them with an
alternative set of fxed beliefs;
2. application of a concentrated
means of persuasion, such as an
advertising camPaign, in order
to induce a specifc belief or
motivation
brand 1. trademark or distinctive
name identifying a product or a
manufacturer; 2. product line so iden-
tifed; for example, a popular brand
of soap
brand awareness measure of how
many people are aware of a brand
and to what degree
brand development index [abbre-
viated as BDi] comparison of the
percent of a brand’s sales in a market
to the percent of the national popula-
tion in that same market
brand imageimbuing a product
with an identity or distinct
“ personality” by giving it an
appealing name, designing a distinc-
tive logo for it, devising appropriate
pricing (for a specifc market seg-
ment), associating it with a certain
lifestyle through advertising, and
so on
47
BBC
brand loyalty the tendency of con-
sumers to buy the same brands they
have bought in the past
brand magazine consumer magazine
published by a retail company for
readers with demographic charac-
teristics that are similar to those
consumers with whom the company
normally does business
brand manager person who has
marketing responsibilities for a spe-
cifc brand
brand name product name that is
designed to convey a specifc image
with which consumers can identify
or relate to. In the last two decades
of the nineteenth century many U.S.
frms began to market packaged
goods under brand names. Previous-
ly, such everyday household products
as sugar, soap, rice, and molasses
had been sold in neighborhood stores
from large bulk containers. The frst
brand names of products date from
about 1880, and include Ivory, Pears,
Sapolio, Colgate, Kirk’s American
Family, and Packer’s. Along with
Bon Ami, Wrigley, and Coca-Cola,
such products quickly became house-
hold names.
branding 1. practice of attaching
distinctive meanings to a product,
thus identifying it to consumers in a
specifc way (in terms of quality, in
terms of its lifestyle connotations,
etc.); 2. integration of brands with
media events, programs, etc. Today,
branding is used in cultural stud-
ies literature to refer to the process
whereby the messages of brand
advertising and those of other cul-
tural sectors are no longer separate.
revlon, for instance, spent millions
of dollars in the early 2000s for
close-up shots of its products during
the broadcasting of the American TV
soap opera All My Children.
Break dancing acrobatic style of
dancing to rap music, characterized
by body spins on the ground
breakfast television informal,
magazine-style television program
broadcast early in the morning
breaking news unplanned news
coverage of an event that is in the
process of unfolding or has only
recently happened
bricolage technique of putting
together different elements from a
media text to create something new.
Bricolage involves the borrowing
and mixture of sources to produce
new forms. The notion has been used
in particular to describe subcultures
that appropriate elements of main-
stream culture in order to transform
or subvert their meanings (as in punk
fashion).
Brin, sergey (1973–) russian-born
American cofounder of Google,
along with Larry Page
British Broadcasting Corporation
[abbreviated as BBC] one of the frst
broadcasting systems, established in
48
BrITISH INVASIoN
1922 in the United Kingdom. The
BBC is noncommercial and is, there-
fore, funded by an annual license fee
paid by television owners.
British invasion a musical move-
ment that began in 1964 when British
rock bands such as the Beatles and
the rolling Stones achieved immense
popularity in the United States and
elsewhere
broadband high-speed connec-
tion capable of transmitting a large
quantity of data. Cable TV uses
broadband, and so do many computer
connections.
Broadcast music inc. [abbreviated
as Bmi] agency that collects license
fees on behalf of American music
creators. It was established in 1939
by the American radio industry. web
site: www.bmi.com
broadcast radio radio program-
ming reaching mass audiences.
experimental radio broadcasts began
around 1910, when Lee de forest
produced a radio program from the
Metropolitan opera House in New
York City, starring the famous opera
singer enrico Caruso. Many histori-
ans consider radio station wwJ , in
detroit, the frst commercial radio
station. It began regular broadcasts
on August 20, 1920. others claim
the distinction for station KdKA in
Pittsburgh. KdKA grew out of an ex-
perimental station that began in 1916.
The station’s broadcast of the 1920
U.S. presidential election results on
November 2, 1920, is generally con-
sidered to constitute the starting point
of professional broadcasting.
broadcast spectrum portion of
the electromagnetic spectrum on
which the federal Communications
Commission allows broadcasters to
transmit
broadcast television television pro-
gramming reaching mass audiences.
experimental telecasts took place
in the late 1920s and the 1930s. In
the United States, cbs and nbc were
leaders in such telecasts. In 1936 the
radio corPoration of america
(later rCA Corporation), which
owned NBC, installed television
receivers in 150 homes in the New
York City area. NBC’s New York
station began experimental telecasts
to these homes. A cartoon of Felix the
Cat was its frst program. NBC estab-
lished the frst regular TV broadcasts
in the United States in 1939. Televi-
sion broadcasting was suspended in
1941, when the United States entered
world war II, until after the war’s
end in 1945.
broadcasting transmission of pro-
grams (radio, television, web-based,
etc.) for public purposes and utiliza-
tion. Many historians identify the
westinghouse electric Corporation
as the frst commercially owned radio
station to broadcast to the general
public, shortly after world war I.
The station was called KdKA, and
it broadcast mainly variety pro-
grams. The American Telephone and
49
BULLeTIN BoArd SYSTeM
Telegraph Company was probably
the frst broadcaster to charge fees
regularly, starting in 1922, for airing
commercials. early radio program-
ming consisted of variety shows as
well as adaptations of stage works
redesigned for radio in the form of
action serials, situation comedies,
and so-called soap operas. The Public
Broadcasting Act of 1967 led to the
establishment of noncommercial
broadcasting and the founding of the
Public Broadcasting Service (PBS)
in the United States. Public stations
operate on contributions from various
sources, including government, view-
ers, corporations, and benefactors.
Broadcasting technologies continue
to develop. direct Broadcast Satel-
lite (dBS) uses satellite signals for
transmission.
broadsheet [also called (errone-
ously) broadside] 1. early colonial
newspaper imported from england,
consisting of a single sheet; 2. full-
size newspaper; 3. a newspaper that
covers the news in a serious, informa-
tive way
brochure booklet or pamphlet con-
taining advertising material
Bronze Lion award for advertising
given at the Cannes International
Advertising festival
browse to look up and view web sites
browser software program allowing
a user to browse the Internet and to
download and view web fles
buddy movie flm genre that focuses
on the relationship between friends
buffoonery comedy characterized
by ridiculous jokes, antics, and tricks
bulk mail mail (usually advertising)
that is sent by regular (snail) mail at
reduced rates
bulk rate reduced rate offered to
advertisers who buy large amounts
of advertising space
bull’s-eye model of communication
model that depicts communication
as a mathematical process dependent
on probability factors, that is, on the
degree to which a message is to be
expected or not in a given situation. It
is called the bull’s-eye model because
it envisions the process as consisting
of a sender aiming a message at a re-
ceiver as if in a bull’s-eye target range:
bullet model [alternative name for
hypodermic needle model] model
positing that media have direct
powerful effects on people
bulletin board web site that allows
members of an interest group to
exchange messages, chat online, and
exchange software
Bulletin Board system precursor to
the Internet, using software capable
of dialing up a connection and up-
loading and downloading information
→ →
Sender Message receiver
50
BUNdLING
bundling any transmission system
that allows for the delivery of televi-
sion, video-on-demand, audio, high-
speed Internet access, phone service,
and fax via cable
burden of representation 1. the
diffculties that media face when they
use a single personage to represent
an entire group; 2. the fact that a few
personages from a previously under-
represented group in the media will
bear the burden of promoting a posi-
tive role model for the entire group
burlesque variety show that includes
comedy skits and sometimes a strip-
tease act. The term was used origi-
nally to characterize the plays of the
Greek dramatists Aristophanes and
euripides and the roman playwright
Plautus. The two main genres of liter-
ary burlesque are known as the mock
epic (which treats a lofty subject in
a ludicrous way) and the travesty
(which satirizes a serious subject in a
frivolous way). In the United States,
the word was applied to a form of the-
ater that became the rage in the 1920s
and 1930s, characterized by comedy
acts, musical acts, and the striptease.
burn to copy data onto a compact
disc, dVd, or other digital format
burst campaign concentrated adver-
tising period for a product, especially
before it is launched
bus physical signal path that allows
signals to travel between system
components within a device such as a
computer or set-top box, or between
computers in a network
business-to-business advertising
advertising aimed at businesses and
not at consumers
button fatigue in television audi-
ence measurement research, the
phenomenon of weary viewers fail-
ing to log on and report their viewing
habits
buying motive explanation of con-
sumers’ desires to purchase particular
products
byline identifcation, usually printed
at the beginning of an article, of the
journalist or reporter who is respon-
sible for the story
byte basic unit of electronic data
storage, equal to 8 bits. files and
computer memory are measured
in bytes, kilobytes, megabytes, or
gigabytes.
51
LAST ITeM
cabaret 1. club or restau-
rant that provides entertain-
ment consisting of singing,
dancing, or comedy; 2. the
show that takes place at a
cabaret
cable wire or bundle of wires that
carry electric current, or a bundle of
glass fbers that carry pulses of light.
Cables provide the most practical
means of transmitting communica-
tions signals.
cable drop system system connect-
ing individual homes to the coaxial
cable that distributes cable television
cable modem modem connect-
ing a computer to the Internet via
a specifed internet service
Provider
cable network television network
that consists of channels distributed
by companies to paying subscribers
(usually by transmitting signals via
cables, rather than through the air)
Cable news network [abbreviated
as Cnn] international news broad-
casting company, based in the United
States and founded in 1980, which
was the frst to introduce 24-hour
news coverage
cable telephony telephone ser-
vice offered by a cable television
company
cable television television service via
cable. Cable television was frst used
in the late 1940s in order to
broadcast television signals
to places that either could
not receive them through
the air, or who could re-
ceive them only with much
interference. Some cable systems car-
ry more than 100 channels; this large
number has made narroWcasting
possible. Unlike broadcasting, which
tries to appeal to the largest possible
audience, narrowcasting offers pro-
grams that appeal to a particular in-
terest. Cable channels may specialize
in news, movies, comedy, science,
music, health, religion, weather, and
so on. Customers pay a monthly fee
for service, plus additional fees for
certain channels. Most cable services
also offer one or more channels that
make movies or special events avail-
able on a pay-per-view basis. These
can be ordered either by telephone or
through a set-top box.
cablecast any broadcast that is trans-
mitted via a cable television network
cache area in a computer’s memory
that stores frequently used data so
that it can be retrieved more quickly
than data stored the computer’s in-
ternal hard disk. Caches allow a user
faster access to web pages because
the cache stores these in a temporary
fle.
cacophony literary and rhetorical
technique aimed at creating a disso-
nant effect through the use of words
with harsh sounds: for example, yuk
for disgust; blah for boring
C
52
CALLBACK
callback 1. practice of interviewers
or researchers of making a further
attempt to contact a person or group
for an interview; 2. a second audi-
tion for a role in theater, television,
or flm
calligraphy art of handwriting, usu-
ally perceived as being beautiful or
artistic
call-in phone call from a radio lis-
tener or a television viewer to a talk
show, a current affairs program, etc.,
upon invitation of the program to do
so
calotype early system of photog-
raphy using translucent paper from
which prints could be made
calypso 1. Caribbean ballad, es-
pecially Trinidadian, consisting of
syncopated rhythms and usually deal-
ing satirically with public issues; 2.
Caribbean dance music, often played
by a steel band
camcorder portable video camera
and recorder
cameo 1. in literature, a brief depic-
tion of someone or something; 2.
brief appearance of a well-known
actor in a scene in a movie, television
program, etc. (also called a cameo
role or appearance)
cameo appearance single brief
appearance by a well-known per-
former in a play, movie, or television
program
camera 1. device for taking photo-
graphs or motion pictures; 2. part of
a device that converts images into
electronic impulses for television
broadcasting
camera angle relation between the
position of a camera to the action be-
ing flmed (higher, lower, closer, etc.)
in order to provide a different view of
the action
camera control unit console in a
television production room that con-
trols the cameras on the studio foor
remotely
camera lucida instrument that proj-
ects an image onto a surface such as a
piece of paper (so that the image can
be traced)
camera obscura instrument that uses
a dark chamber with a small aperture
that brings the image of an outside
object into focus on a facing surface.
The camera obscura is the precursor
of the modern camera.
cameraperson [previously camera-
man or camerawoman] someone
who operates a movie or television
camera
camera-ready material that is in its
fnished format, ready to be photo-
graphed or scanned for publication
camera shot 1. the part of the subject
that is recorded on flm by a camera;
2. a particular view of a scene, a
person, etc.
53
CANNeS LIoNS INTerNATIoNAL AdVerTISING feSTIVAL
camera work series of camera tech-
niques used in shooting movies or in
making television programs
camp a style of performance that is
affectedly feminine, exaggerated,
or deliberately brash in an amusing
manner
campaign journalism 1. journal-
ism that relates to the events, issues,
etc., that come up during a political
campaign; 2. by extension, any type
of journalism that reports a story
from a particular viewpoint in order
to promote a cause
Campbell, J oseph (1904–1987)
American scholar famous for his
ideas and writings on myth, based on
the writings of Sigmund freud and
Carl J ung and the novels of J ames
J oyce and Thomas Mann. Camp-
bell analyzed the archetyPes that
surface in all myths (the hero, the
mother, the father, the trickster, the
journey, etc.). His book The Hero
with a Thousand Faces (1949) has in-
fuenced many subsequent studies of
myth. Campbell’s four-volume Masks
of God (1959–1967) has also become
a classic in the feld.
Canadian Broadcasting Corpora-
tion [abbreviated as CBC; also called
société radio-Canada] government-
owned public service Canadian radio
and television network. The CBC
operates two television networks; one
broadcasts in english and the other in
french. The CBC also operates two
cable television news networks.
candid camera hidden camera used
to flm people unawares, often in
situations designed to elicit amusing
responses
canned laughter prerecorded laugh-
ter used for a specifc broadcast event
(especially for a sitcom) in place of a
real audience
Cannes film festival one of the old-
est and most prestigious flm festivals
in the world, held each May in the
city of Cannes in southeastern france
Cannes Lions international adver-
tising festival annual festival held
to recognize the best advertisements,
Cannes Film Festival Poster,
September 1939 (The actual event was
postponed to 1946, after World War II.)
54
CANoN
including television commercials,
print marketing, direct marketing,
and online advertising. The festival
awards the prestigious Palme d’or to
the best production company.
canon 1. in aesthetic theory, the stan-
dard by which a work is judged; 2. a
sanctioned or authenticated group of
literary works
cant 1. group-based language with its
own distinctive markers (tone, gram-
matical features), especially jargon;
2. boring style of speech character-
ized by clichés and worn-out phrases.
Cantril study famous media ef-
fects study, conducted by Hadley
Cantril and his team of researchers
at Princeton University following
the famous “war of the worlds”
broadcast of 1939 by orson welles
as part of Mercury Theater of the
Air Presents. The broadcast was a
radio version of H.G. welles’s 1898
novel, but it interspersed fake “news”
reports of Martian landings in New
J ersey, which were so realistic that
near panics occurred in many areas—
despite periodic announcements by
CBS that the program was merely a
dramatization. The Cantril research-
ers wanted to fnd out why some
listeners believed the fake reports
and others did not. After interview-
ing 135 people, the team came to the
conclusion that the key was critical
thinking—better-educated listeners
were more capable of recognizing the
broadcast as a fake than were less-
educated ones. The study was origi-
nally published in 1940 by Princeton
University Press.
CaP codes [full form: Committee
of advertising Practice codes]
codes of advertising standards and
practices, drawn up by the Com-
mittee of Advertising Practice (a
U.K. agency), designed to protect
consumers
capitalism political and economic
system based on the private owner-
ship of the means of production and
distribution of goods. Capitalism is
characterized by a free competitive
market and by the “proft motive.”
caption 1. tagline for an advertise-
ment; 2. verbal text accompanying
an illustration or photograph; 3. short
on-screen text that explains or relates
to the visual image (for example, the
name of the person who is talking)
capture theory view that regulators
are infuenced by the interests of the
industries they regulate
car card [also called bus card]
poster placed on buses, subway cars,
etc.
card rate advertising charge without
any discounts
caret symbol written on a section of
text indicating where something (a
letter or a word) is to be inserted
caricature distorted or exaggerated
visual portrayal of someone (usually
55
CArTooN
a well-known personage) for comical
effect. By extension the term is used
to refer to any representation of this
kind, including verbal. The use of
caricature can be traced to the ancient
egyptians and Greeks. It was also
used by Italian artists of the renais-
sance. In the eighteenth century it
emerged as a form of satire. Spanish
painter francisco J osé de Goya, for
instance, used caricature to satirize
political and social injustices in his
80 etchings called Caprichos (1799).
In 1841, the english weekly maga-
zine Punch became the frst maga-
zine to use caricature. In the United
States, The New Yorker magazine
continues the tradition.
carnival 1. traditional form of
outdoor amusement that consists of
exhibits, games, rides, and shows; 2.
feasting and merrymaking just before
Lent. The idea of carnival has been
used to explain the appeal of pop cul-
ture spectacles, which allow people
to temporarily ignore the restrictions
by which they normally abide.
carrier company that delivers tele-
communications messages
cartel large group of businesses
that agree to operate as a monopoly,
especially to regulate prices and
production
cartoon drawing that caricatures an
event or personage. There are three
main types of cartoons: editorial
cartoons, which caricature current
events in magazines and newspapers;
gag cartoons, which usually carica-
ture groups rather than individuals,
in magazines and on greeting cards;
and illustrative cartoons, which are
used to illuminate aspects of a new
product or educational topic in a
humorous way. The term is also used
to refer to strips of drawings (comic
strips) and to animated humorous
Caricature of Charles Dickens (1868)
by André Gill
Looney Tunes characters Sylvester
and Tweety, introduced in the 1940s.
56
CASCAdING STYLe SHeeT
flms intended primarily for children
(also called toons).
cascading style sheet technique for
storing font, spacing, and color in-
formation in a style sheet that can be
applied to any text on a web page
case study analysis based on exhaus-
tive compilation of data regarding an
individual or group
case-study method method of media
research that makes use of a group
of case studies from which to draw
general conclusions and principles
cassette sealed plastic device con-
taining audiotape or videotape
cassette recorder device for recording
and playing audiotape or videotape
cast actors and other performers who
play the parts in a play, dance, movie,
etc.
Castells, manuel (1942–) Marxist
theorist known for his critical studies
of media. His key works include The
Urban Question: A Marxist Approach
(1977) and City, Class and Power
(1978).
casting agency agency that audi-
tions and hires actors for a particular
production
Casting society of america [abbre-
viated as Csa] American association
of flm, television, and theater casting
directors, founded in 1982
castoff estimate of how much space
a piece of text will occupy when it is
printed
casualization the trend in the media
industry of full-time jobs becoming
increasingly reorganized into part-
time or project-based employment
catachresis vague, improper or
ambiguous use of language for ef-
fect: for example, the misuse of the
suffx -ish to mean “bad qualities” as
clownish, childish, etc.
catalog album in record retailing,
any album that is more than three
years old
catalyst effect the support the media
can garner for an issue simply by
showcasing it, leading to an increased
interest in the issue, to fnancial
commitment to it on the part of audi-
ences, etc.
catchline word or phrase at the top
of a script that identifes an item on a
program
catchword frst word or phrase on a
page of printed text, designed to draw
attention to it
catharsis the “purifcation” or
“emotional release” that the theatri-
cal representation of tragic events has
on an audience (as coined by aris-
totle). Through the tragic drama,
the audience’s pent-up emotions are
sublimated and thus cleansed. This
term is now used in media studies to
57
CeNSorSHIP
refer to the purported purging effect
of some media representations.
catharsis hypothesis claim that
the representation of sexuality and
violence in media has a preventive
effect. The claim posits that engaging
in fantasy sex or violence releases
potentially negative impulses that
otherwise might be acted out in real
life.
cathode-ray tube outmoded vacuum
tube used on older television sets for
creating images and text on a screen
CaTV [see community antenna
television]
CBC [see Canadian Broadcasting
Corporation]
CBs [see Columbia Broadcasting
system]
CD [see compact disc]
CD-rom [see compact disc read-
only memory]
CD-rw [see compact disc
rewritable]
cease-and-desist order directive
issued by a regulatory agency, such
as the federal Trade Commission, re-
quiring an advertiser to stop running
a deceptive or unfair advertisement,
campaign, or claim
celebrity person who is widely
known primarily because of media
exposure. A celebrity is usually an
actor, a television personality, a pop
musician, etc.
cellular phone [also called cell
phone] wireless telephone that
transmits and receives messages via
radio signals. It enables people to
communicate over a wide area by
using a network of radio antennas
and transmitters arranged in small
geographical areas called cells. The
frst commercial cellular system went
into operation in 1983 in the United
States. Cellular service is now avail-
able throughout most of the world.
cellular radio radio that receives fre-
quencies that operate in cells accord-
ing to position. This reception allows
car radios to be swapped to the right
frequency as the car travels from cell
area to cell area.
celluloid 1. photographic flm used in
making movies; 2. by extension, the
cinema as an art form
censorship the control of what
people may say, hear, write, or read.
In most cases, this kind of control
comes from a government agency
or from various types of private
groups. Censorship can be directed
at books, newspapers, magazines,
motion pictures, radio and television
programs, and speeches. It also may
infuence music, painting, sculpture,
and other arts. In the United States,
the Bill of rights and the Supreme
Court serve as checks on unlimited
censorship.
58
CeNSorwAre
censorware term used to describe
web content-fltering software
central processing unit [abbrevi-
ated as CPu] microprocessor chip
that translates commands and runs
programs. The CPU coordinates
computer functions, retrieves instruc-
tions from memory, executes instruc-
tions, and stores results in memory
locations.
centralized organizational struc-
ture a method of organizing inter-
national advertising camPaigns
whereby decision making occurs
through a company’s central offce
Certeau, michel de (1925–1986)
french scholar who wrote infuential
books critiquing pop culture and
mass media, including L’invention du
quotidien (1980; published in english
as The Practice of Everyday Life,
1984) and Heterologies: Discourse
on the Other (1986).
chain break pause for station iden-
tifcation and commercials during a
network telecast
channel 1. physical system used in
the transmission of signals (such as
the air in speaking); 2. television or
radio station broadcasting on a speci-
fed frequency band
channel capacity amount of infor-
mation that a communications system
can carry
channel of communication any
system (antenna, cable, etc.) capable
of transmitting information
channel of distribution route used
by a company to distribute its prod-
ucts (through wholesalers, retailers,
mail order, etc.)
channel surfng [also called
channel-hopping] going from chan-
nel to channel (with a remote control)
with no particular program in mind
chanson de geste one of more than
80 old french epic poems of the
eleventh to the fourteenth centuries
celebrating the deeds of historical
or legendary fgures, especially the
exploits of Charlemagne and his
successors. The Chanson de Ro-
land (circa 1100), attributed to the
Norman poet Turold, is the most
popular of the chansons. It recounts
the Battle of roncesvalles in 778 and
the heroic feats of roland, a knight
of Charlemagne’s court. roland’s
death in a suicide-like defense of a
mountain pass renders him a Chris-
tian martyr.
character 1. role played (by an
actor) on stage, in a movie, etc.; 2.
personage depicted in a text (a play,
a novel, a movie, etc.); 3. famous
or well-known person (also called a
personage); 4. symbol used in a writ-
ing system or code (for example, a
computer code)
character actor actor who normally
plays a particular type of role (the
“bad guy,” the “sidekick,” etc.)
59
CHIef SHoPPer
charade game in which two compet-
ing groups of participants choose a
team member to act out the syllables
of a hidden word or an entire phrase
using pantomime so that the group
members can guess the word or phrase
charge artist member of a theater
troupe who is responsible for over-
seeing the physical layout and ap-
pearance of a stage
charts list of the best-selling musical
recordings over a given time period
(week, month, etc.)
chat group group of computer users
sharing a common interest who com-
municate with each other on-line
chat room web site where computer
users can exchange messages in real
time
chauvinism excessive or biased al-
legiance to a particular gender, group,
or cause
checkbook journalism practice of
paying money to get an exclusive sto-
ry that will purportedly sell many cop-
ies of a newspaper or magazine and/or
bring prestige upon the journalist
chiaroscuro use of light and dark
colors or shades together in drawing,
painting, or cinematic representa-
tion to emphasize contrast. Promi-
nent artists who used the technique
include Leonardo da Vinci, raphael,
Michelangelo Merisi da Caravaggio,
Georges de La Tour, and rembrandt.
chiasmus rhetorical technique con-
sisting of the inversion of two paral-
lel phrases or clauses: I went to New
York; to Chicago went he
Chicago school school of philo-
sophical inquiry at the University
of Chicago between 1894 and 1904.
founded by J ohn dewey (1859–
1952), its notable members included
George H. Mead, J ames H. Tufts,
J ames r. Angell, edward Scribner
Ames, and Addison w. Moore. The
Chicago School sought to apply the
principles of pragmatism to social
inquiry. As such, it rejected strictly
empirical approaches and attempted
to understand the ways in which hu-
man groups shaped meanings collec-
tively and interactively. This implied
a systematic questioning of received
notions and standard explanations
that makes the Chicago School a
representative of critical inquiry. A
leading contemporary exponent of
Chicago School pragmatism is phi-
losopher richard rorty.
chick fick flm that is intended or
perceived to appeal primarily to
women, given its romantic or senti-
mental plot, or its focus on human
relationships or the changing role of
women in society
chief income earner in marketing,
the individual in a household earning
the highest income
chief shopper in marketing, the
individual who does the shopping for
the household
60
CHILdreN’S MoVIeS
children’s movies flms that are
intended to appeal to children. The
pioneer in this area was walt dis-
ney (1901–1966), who frst became
known in the late 1920s and 1930s
for creating such cartoon flm
characters as Mickey Mouse and
donald duck. He later produced
feature-length cartoon flms as well
as movies about wild animals in their
natural surroundings and flms star-
ring human actors.
children’s television television
programming, including television
channels, intended to appeal primar-
ily to children, consisting typically
of cartoons, educational stories, and
the like.
Chomsky, noam (1928–) American
linguist and social critic, internation-
ally renowned for his methods of
linguistic analysis and his work on
power structures in media and the
dangers of globalization. He intro-
duced the phrase “manufacturing
consent” to refer to the manipula-
tion of the media in order to gain a
consensus on political ideologies
and programs. Among his works are
Manufacturing Consent: The Po-
litical Economy of the Mass Media
(1988) and Media Control (1997).
chopsocky genre of flm featuring
violent martial arts action
choreography art of planning a
dance and other movements or forms
that accompany music
chorus 1. group of people who sing
together; 2. type of song performed
by many singers together; 3. repeated
part of a song coming after each stan-
za, in which a whole group of singers
often joins the soloist; 4. in ancient
Greek drama, group of singers and
dancers who engage in dialogue with
the actors and comment on the action
on stage
chroma key flming technique
whereby the background of a flmed
scene is altered or replaced without
affecting the foreground
chromaticism 1. style or composi-
tion in music based on the chromatic
scale (a scale consisting of twelve
notes whereby every note is a semi-
tone apart from the next one; 2. the
science of colors
chronemics study of cultural history
in terms of eras, dates, and the sig-
nifcant events associated with them
Noam Chomsky
61
CIrCULATIoN
chronicle long historical narrative,
often including legends and myths,
presented in chronological order
chronology order in which events
occur, and its signifcance to a sto-
ryline or to some other aspect of a
movie, program, etc.
churn the turnover in cable subscrib-
ership, whereby the number of new
subscriptions offsets the number of
cancellations
cine club independent rival to con-
ventional movie theaters, typically
showing independent flms
cineaste flmmaker or any flm
enthusiast
cinema art, industry, or business
of making movies developed origi-
nally from the technology of moving
pictures. According to most histo-
rians, the frst true movies were the
ten-part version of the trial of french
army offcer Alfred Dreyfus (1899);
Cinderella (1900); and A Trip to the
Moon (1902) by french magician
Georges Méliès. Although shown
originally in Paris, Méliès’s flms
were an instant success and were
subsequently shown in many coun-
tries. In the United States, edwin S.
Porter’s 1903 flm, The Great Train
Robbery, became a sensational hit.
cinema advertising advertising
shown on cinema screens before the
featured flm
cinéma vérité 1. cinematic style
stressing the stark, realistic portrayal of
life, as seen in Carl-Theodor dreyer’s
La passion de Jeanne d’Arc (1928)
and Luis Buñuel’s and Salvador dalí’s
Un chien andalou (1929); 2. alternate
term for documentary, meaning
literally the “cinema of reality”
Cinemascope brand name for an
early widescreen projection system
for movies, developed in 1953 by
Twentieth Century fox, intended pri-
marily to lure the curious away from
their television sets
cinematheque small movie theater
with an intimate atmosphere
cinematic relating to flms, flmmak-
ing, or to the style in which flms are
made
cinematographer person responsible
for the lighting and camerawork in
the making of a movie
cinematography the art or technique
of shooting movies
Cinerama trade name for a method,
introduced in the 1950s, of produc-
ing early widescreen movies with
enhanced three-dimensional effects;
like cinemascoPe, Cinerama was
intended to attract people to the
movie theaters and away from their
television sets
circular advertisement (or similar
text) distributed to a large number of
people
circulation average number of cop-
ies distributed of some publication
62
CITIZeN J oUrNALISM
(newspaper, magazine, etc.) during
a given period. In advertising, this
term is also used to refer to the total
number of people who have an op-
portunity to observe a billboard or
poster.
citizen journalism [also called civic
journalism] practice centered on the
participation of readers and journal-
ists in community issues, making
newspapers a forum for discussion
and engagement
city desk newspaper section devoted
to fnancial topics and/or local news
city editor newspaper editor who is
responsible for fnancial news and/or
local news
civil society a society in which
institutions, social relationships, and
organizations operate under the rule
of the state, but are not necessarily
aligned with it
clandestine stations illegal or
unlicensed broadcast stations
operated by clandestine groups or
agencies (revolutionary sub -
cultures, intelligence agencies,
etc.)
clapper board pair of hinged
boards used at the start of each take
in a flm, identifying the flm and
scene
classic rock rock music of the 1960s
and early 1970s, associated especial-
ly with the hippie movement
classical music music composed
by musicians considered to be the
founders of high musical art (Bach,
Mozart, Beethoven, Chopin, etc.).
The term classical music is used to
contrast with popular music, which
includes country music, jazz, and
rock music. Classical also has other
meanings. If capitalized, it refers to
a style of music that developed in the
late 1700s.
classical narrative structure domi-
nant mode of storytelling found in
Hollywood flms, consisting of three
distinct stages: a state of equilibrium
or order; a period of disruption to that
state; and a climactic resolution that
restores the equilibrium
classicism 1. a literary and artistic
style associated with the ancient
Greeks and romans; 2. a style,
movement, or period distinguished
by qualities that suggest ancient clas-
sical art and writing: for example,
the art and music of the period that
spans the mid-1700s to around 1820
is called classical
classifcation system of identifying
movies according to content: PG,
PG-13, r, etc.
classifed ad small notice, usually
on a special page of a newspaper or
magazine, indicating that something
is wanted or offered (a job, an apart-
ment, a pet, a car, etc.). Classifed ads
are usually grouped into categories,
such as “real estate,” “help wanted,”
etc.
63
CLoSe-UP
Claymation trade name for a stop-
frame animation method that uses
clay fgurines
clean feed 1. video recording without
captions; 2. sound recording without
commentary; 3. earpiece used by
radio or television announcers so that
they can hear all sound apart from
their own statements
cliché word or phrase that has lost its
original effectiveness through over-
use: for example, All’s well that end’s
well; Father Time; Mother Nature;
lips sweeter than wine
click stream the series of choices
(clicks) made by a user or browser on
the web
click through clicking on a banner
ad or other onscreen ad that allows
the user to get to the advertiser’s web
site
click through rate fee applied to
advertisers for the display of ban-
ner ads. each time a visitor clicks
through the ad, the advertiser is
charged a fee.
cliffhanger story, play, or motion
picture that depends on strong and
sustained suspense for its dramatic
interest
climax 1. rhetorical technique
consisting of the progressive arrange-
ment of ideas from the least to the
most forceful: First we comment on
what they did, then we attack them,
and fnally we obliterate them; 2.
point at which a narrative, perfor-
mance, etc., takes a decisive turn
Clio award annual award for excel-
lence in product package design and
brand advertising
clip extract from a recording
clip art commercially produced
artwork, usually copyright-free, avail-
able on-line and through many digital
products (such as Cd-roMs), that can
be used to enhance presentations of text
closed captioned any television
broadcast that has captions that can
be seen at the bottom of the televi-
sion screen if the television set has
the appropriate device
closed-circuit television television
system in which video cameras are
hooked up by cable to monitors.
Surveillance systems use this type of
television.
closed text a type of text (usually
narrative) from which only a limited
range of meanings can be extracted
(term coined by umberto eco). de-
tective or crime scene stories are usu-
ally closed texts because the idea is to
fgure out the identity of the murderer
or criminal. An open text, on the other
hand, is one from which readers can
extract multiple meanings.
close-up flmed shot that shows a
person’s face (or other part of the
body), to the exclusion of other parts
64
CLUSTer GroUP
cluster group group of people with
similar traits (lifestyle, social back-
ground, etc.) for the purpose of audi-
ence analysis
clutter the appearance of many sepa-
rate commercials during one televi-
sion commercial break
Cnn [see Cable news network]
cobranding practice of display-
ing two or more corporate logos in
certain venues (such as in bookstores
where coffee brands are sold), on a
product web site, etc., to indicate
joint business partnership
cobweb site web site that has not
been updated in a long time
co-culture a cultural strand that ex-
ists alongside a mainstream cul-
ture. for example, some aboriginal
societies have preserved their original
cultures, which exist alongside main-
stream culture.
coda 1. in music, a section at the
end that brings the work to a formal
conclusion; 2. by extension, any
concluding addition to a text (verbal,
artistic, etc.)
code 1. system of signs with specifc
functions (alphabet code, decimal
number system, etc.); 2. system of
cultural meanings implicit in a media
product that is built into it. Basi-
cally, a code is a system of elements
(features, traits, meanings, images,
etc.) that we perceive to be a part of
something. for example, the code
that underlies an action adventure
hero is based on the ancient view
of heroes as having superhuman
strength, as being moral and good-
looking, as having (often) some
tragic faw or weakness, and so on.
This code is implicit in how fctional
heroes are portrayed. one of the frst
to use code theory to study media and
pop culture was roland barthes,
who claimed that a print ad, for ex-
ample, can be decoded (understood)
as a text with two levels—the literal
level, consisting of the objects and
straightforward message of the ad,
which is a “noncoded” level; and the
symbolic level, based on ideological
and cultural meanings, which is the
“coded” level. stuart hall argues
that sometimes the audience does not
actually receive the coded message
of a media text, but rather that it can
decode it in oppositional ways, that
is, in ways that the maker of the text
did not anticipate or desire.
codes of narrative a set of codes
supposedly underlying narrative texts
singularly, in part, or in combination.
These include action code, enigma
code, referential code, semantic
code, symbolic code
codex 1. book formed by putting
together sheets of paper; 2. collection
of ancient manuscripts in book form.
The codex was popularized by early
Christians, who cut pieces of papyrus
into sheets and sewed them together
on one side. They bound the pages
with thin pieces of wood. As a result,
65
CoLLoCATIoN
a reader could open it at any page.
The codex remains the major book
form today.
cognition faculty of knowing based
on reasoning, intuition, or perception,
or a combination of these
cognitive dissonance sense of
anxiety resulting from a discrep-
ancy between beliefs and actions,
such as opposing air pollution while
engaging in activities, like driving,
that cause pollution (term coined by
American psychologist Leon fest-
inger). To avoid this sense of anxiety,
people will typically search for infor-
mation that will confrm or reinforce
their beliefs, rather than contradict
them.
cognitive psychology theory theory
of media claiming that exposure to
media shapes cognition
cognitive style mode or way in
which information is processed:
for example, auditory cognitive style
(=processing information audio-
orally), visual cognitive style
(=processing information visually),
and so on
cognitivism 1. psychology move-
ment or school, which emerged in
the 1950s, emphasizing the study of
mental processes by seeking parallels
between brain function and computer
operations; 2. general approach in
psychology that focuses on how
the mind handles different kinds of
information and problems
cold medium [also called cool me-
dium, as opposed to hot medium]
according to marshall mcluhan,
any medium that requires a greater
degree of interaction from the user in
order to determine meaning
collage a work of art created by cut-
ting, arranging, and adhering various
materials, such as cloth, paper, pho-
tos, and other objects, onto a surface
collateral materials the print, visual,
and other materials that go into a
marketing or advertising campaign
collective identity identifcation
with a community or the institutions
by which it is represented, based on
gender, class, lifestyle, and nation
collective representation creation of
media texts or products by a com-
munity that reveal something crucial
about it (its history, beliefs, etc.)
collective unconscious As defned
by carl gustav Jung, an inher-
ited part of the unconscious mind
that is shared by all members of a
culture. It includes thought patterns
called archetyPes, which have
developed through the centuries.
According to J ung, archetypes en-
able people to react to situations in
ways similar to their ancestors. for
this reason, the collective uncon-
scious contains wisdom that guides
all humanity.
collocation the meaning that a word
or phrase develops by virtue of its
66
CoLoNIALISM
association with other words that are
used commonly with it. for ex-
ample, pretty is linked with girl, boy,
woman, fower, garden, color, etc.
(e.g., pretty girl, pretty boy); whereas
handsome is associated with man,
vessel, overcoat, airliner, etc. (e.g.,
handsome man, handsome vessel).
The collocation may overlap, but
when it does, it involves subtle nu-
ances in meaning: for example, pretty
boy vs. handsome boy.
colonialism 1. the rule of a group
of people by a foreign power; 2. in
Marxist theory, any form of eco-
nomic, political, or social oppression
(unjust treatment) of one group by
a group of different cultural back-
ground
colonization in advertising, use of
the symbolism of a culture in order to
appeal to its members
color feld painting technique estab-
lished by a group of artists during the
1950s and 1960s that aimed to reduce
painting to the purity of color on a
fat plane
color grading process of preparing
flm so that color effects are uniform
throughout the movie (now done
digitally)
color temperature warmth of any
color as measured on the Kelvin
scale
colorcast television program broad-
cast in color
Columbia Broadcasting system
[abbreviated as CBs] early televi-
sion network that, along with ABC
and NBC, was one of the big three
in the golden era of television, from
the 1950s to the 1970s. CBS is best
known in the annals of broadcasting
history for the work of broadcaster
edward r. Murrow (1908–1965),
who become renowned during world
war II (1939–1945) for his on-the-
scene radio broadcasts describing
German bombing attacks on London.
His listeners in America could hear
the bombs exploding in the back-
ground.
Columbia Pictures early Hollywood
studio established in 1914, producing
many popular family flms, includ-
ing The Karate Kid (1984) and the
Spider-Man flms (from 2002).
column article in a newspaper or
magazine that appears on a regular
basis, and that is usually written by
the same person, usually on the same
subject. for example, Dear Abby,
one of the most famous advice col-
umns, was written under the name of
Abigail Van Buren starting in 1956.
The column has been published in
over 1,200 newspapers in the United
States and other countries. It con-
sists of responses to reader questions
about such subjects as family life,
marriage, health, death, and social
issues.
comedy form of drama or entertain-
ment that deals with humorous or
ridiculous aspects of human behavior
67
CoMICS
comedy-variety hour television
entertainment program that features a
wide variety of acts
comic book magazine using cartoon
characters. Most tell stories, though
they have also been used for educa-
tion, artistic expression, and other
purposes. Because of their popular-
ity, characters from comic books
have been used in advertising. Many
characters have also appeared on
radio and television and in motion
pictures, as well as in books, plays,
songs, and as toys. Characters called
superheroes, who have extraordi-
nary powers, are especially popular.
Among the frst American comic
books are the Famous Funnies (frst
sold in 1934). In 1938 J erry Siegel
and J oe Shuster put out the frst
Superman comic, one of the most
popular characters in the history of
comic books. Superman inspired
the creation of other heroes, notably
Captain Marvel and Batman. Start-
ing in the 1970s, many independent
or “alternative” artists experimented
with new styles, more sophisticated
formats, and stories suited to adults;
this form is usually called a graphic
novel. The most celebrated ex-
amples are Maus: A Survivor’s Tale
(1986) and Maus II (1991) by Art
Spiegelman. They tell of the artist’s
relationship with his father and the
experiences of his parents in the
Holocaust.
comic-book movie genre of flm
based on a comic book, comic book
character, or comic strip
comic opera opera with a humorous
plot and a happy ending
comic relief interlude inserted or
introduced in a serious literary work,
play, movie, etc., designed to provide
relief from tension through humor
comics story consisting of cartoons
arranged in panels (horizontal lines
or strips). dialogue and thoughts are
shown in balloons. Historians trace
the origin of comics to the richard
felton outcault’s series Hogan’s Al-
ley, frst published in 1895. Two other
early comic strips were The Katzen-
jammer Kids (1897) by rudolph
dirks and Little Bears (1892) by
J ames Guilford Swinnerton. Com-
ics quickly became a popular feature
of newspapers. The frst successful
First issue of Spider-Man (1962)
68
CoMING-of-AGe MoVIe
daily strip, by Bud fisher, came out
in 1907 with the title Mr. A. Mutt;
it was later renamed Mutt and Jeff
and was turned into a comic book in
1911. The frst mass-produced series
was Famous Funnies, which frst
appeared in 1934. The 1938 publi-
cation of Action Comics, featuring
the Superman comic strip, inspired
countless other comic books. The
adventure comic genre, however,
actually began with the publication in
1929 of Tarzan and Buck Rogers. In
1934, Alex raymond’s Flash Gordon
and Al Capp’s Li’l Abner (a satirical
comic strip) gained broad appeal.
one of the most respected comic
strips of all time was Peanuts by
Charles M. Schulz, which appeared
in more than 2,000 newspapers and
was translated into more than 20
languages.
coming-of-age movie movie dealing
with young people and the problems
they face during adolescence
comix comics and comic strips
designed for adults, especially those
involving eroticism
commedia dell’arte comedic style
that was extremely popular in Italy
in the sixteenth and seventeenth
centuries, in which stock characters
improvised their dialogues from
standard plot outlines, usually wear-
ing traditional masks and costumes.
The commedia style was eventually
adopted by conventional theater.
Arlecchino (Harlequin) was a lecher-
ous and artful character. Pantalone
(Pantaloon) was a greedy and lustful
merchant who tried to disguise his
age by wearing tight-ftting Turkish
clothes. The Doctor used senseless
Latin phrases and prescribed worth-
less remedies. The boastful Captain
was actually a coward and a childish
lover. Pulcinella (Punch) was a pot-
bellied rascal who planned outra-
geous plots to satisfy his desires.
Columbine, a female character, was
intelligent and charming, standing
out noticeably in a world character-
ized by masculine idiocy.
commentary news or other report,
broadcast live from an event (for
example, a televised baseball game)
commercial radio, television, or
Internet advertisement. Commer-
cials were frst developed for radio
in the 1920s. Based on narrative, the
persuasive qualities of the human
voice, and often the allure of musi-
cal jingles, the radio commercial
became a highly effective vehicle for
promoting products. with the advent
of television after world war II, the
advertising industry adapted the idea
of the radio commercial to the new
visual medium. And, of course, to-
day, commercials are found through-
out cyberspace.
commercial art art created for
commercial reasons, especially
advertising
commercial break slot during a ra-
dio, television, or web program dur-
ing which commercials are broadcast
69
CoMMUNICATIoN SCIeNCe
commercial laissez-faire model of
media communication model claim-
ing that there should be “free trade”
in the marketplace for media prod-
ucts, as there is for goods
commercial radio radio run by a pri-
vately owned business. In contrast to
public and nonproft radio, commer-
cial radio stations sell broadcasting
time to advertisers who want to reach
listeners. Sponsors pay the stations
for time during and between the pro-
grams to advertise their products.
commercial television television run
by a privately owned business, which
sells broadcasting time to advertisers
commodifcation in Marxist theory,
the idea that in capitalist societies,
works of artistic or cultural value
are valued in ways that parallel how
commodities or articles of trade are
valued
commodifcation of information
idea that information is a commod-
ity that can be bought and sold like
goods, not something that should be
freely available
commodity fetishism in Marxist
theory, view that the commodities
produced and sold under a capitalist
system take on the characteristics of
fetishes
common carrier communications
company (such as a phone company)
that provides telecommunications
services to the general public
common culture cultural forms,
rites, beliefs, symbols, etc., that all
members of a community share and
that defne the community as such
communal sense idea that the
meanings attached to things are
shaped by the beliefs held by specifc
communities
communication exchange of mes-
sages through some channel and in
some medium. Communication theo-
rists usually classify communication
into modes, that is, different ways of
exchanging messages: for example,
gestural (hand-based communica-
tion); vocal (voice-based com-
munication); visual (picture-based
communication); signaling (bodily
based communication); and so on.
when pluralized (communications),
the term refers to media systems or
technologies of communication.
communication network any system
(such as the Internet) that connects
people for communication purposes
communication science [also called
communication studies] discipline
that studies communication in all its
dimensions and manifestations. The
technical features of communica-
tion systems were frst studied by the
American electrical engineer Claude
e. Shannon. In 1948 he developed
a model of communication that has
become the point of reference for
all subsequent models. In Shannon’s
model, communication is said to
occur between a sender (a speaker,
70
CoMMUNICATIoN THeorY
a radio transmitter, etc.) who (or
which) encodes a message—that
is, uses a code to construct it—and
a receiver (a listener, an audience,
etc.) who (or which) has the capac-
ity to decode the message—that is,
to use the same code to decipher the
message. The sender uses a natural
medium or artifcial device, or both,
to convert a message into a physical
signal so as to be able to transmit it
across a channel. Any interference
in the channel is called noise; the
process by which the receiver regu-
lates itself by feeding back informa-
tion on the transmitted message is
called feedback.
communication theory any theory
aiming to explain how (and perhaps
why) communication takes place.
Communication theorists investigate
verbal and nonverbal forms ( gesture,
body language, facial expression)
of human com munication, animal
communication, and the effect
of technological change on
communication and culture.
communications [used in the plural]
system of communicating by some
technological means (telephone, ra-
dio, television, computers). In media
studies, communications refers to the
study of providing information and
entertainment through media such
as magazines, newspapers, radios,
televisions, computers, etc.
Communications Decency act of
1996 U.S. legislation intended to
prevent the transmission of pornogra-
phy on the Internet. The Act has been
criticized as a breach of freedom of
speech as well as for its diffculty of
implementation.
communications gap misunder-
standing caused by a failure in
communication between different
individuals or cultural groups who do
not share a common reference system
(language, set of values, etc.)
communications satellite satel-
lite used to relay radio, telephone,
television, and other signals around
the world. Communications satellites
play a major role in modern forms
of broadcasting, delivering programs
to local cable companies or directly
to homes through direct broadcast
satellite (dBS) systems. The Interna-
tional Telecommunications Satellite
organization (INTeLSAT) owns the
largest system of communications
satellites.
communications spectrum range
of electromagnetic frequencies
used in wireless communication
systems
communicative competence capac-
ity to use and adapt speech to match
social contexts or to carry out social
functions
communicology term sometimes
used for communication science
communiqué offcial announcement
given by an agency or person to the
press or the public
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CoMPLICITY of USerS
communisuasion communication
that is intended to be persuasive or
suggestive
community antenna television [ab-
breviated as CaTV] outmoded term
for cable television
community publishing construction
of web pages by local schools, clubs,
and nonproft groups, carried on-line
by newspaper web sites
commutation test procedure for
feshing out meaningful differences
in forms and media texts, consisting
of substituting (commuting) elements
in forms and texts in specifc ways
or locations. for example, in the
word pair cat and rat, one element
of sound—the initial consonant in
each word—produces a difference in
meaning. In advertising studies, the
test consists of removing an image
or a word from an ad and replacing
it with another, in order to see what
kind of subject or audience reaction it
produces.
compact disc [abbreviated as CD]
disc without grooves whose data is
stored digitally and is readable only
by laser
compact disc read-only memory
[abbreviated as CD-rom] compact
disc containing digital information
(such as data and instructions) that
cannot be manipulated or altered
compact disc rewritable [abbrevi-
ated as CD-rw] compact disc that
offers full recordability and re-
recordability
comparative analysis 1. comparative
study of the mass media systems in
different areas of the world; 2. in ad-
vertising, analysis of different media
available for producing an advertis-
ing camPaign
compassion fatigue diminution or
loss of sympathy on the part of
an audience for a group or cause
because of overexposure by the
media
compensation payments made by
networks to affliates for clearing
content
competence in linguistics, the ability
to use language and understand its
rules, structures, etc.
competitive check analysis of rival
advertising trends conducted on the
basis of data supplied by monitoring
agencies
compilation flm flm put together
from previous footage
compiler computer program that
converts another program from a
high-level language to an intermedi-
ate one
complicity of users idea that an
audience does not want the full truth
in news reports about diffcult situa-
tions, reinforcing a reporter’s ten-
dency to censor coverage
72
CoMPoSer
composer creator of music for a flm
score, a television program, etc.
compositing merging of different
levels of flm or digital images
composition 1. way in which the
parts of a media text are put together;
2. the social characteristics of a target
audience
compulsory heterosexuality in
feminist theory, the idea that ho-
mosexuality is repressed in media
representations and heterosexuality
emphasized or portrayed as the norm
computer electronic device ca-
pable of performing a vast array of
tasks (calculating, word processing,
etc.) on the basis of the instructions
(called a program). Digital comput-
ers operate using numerical digits to
represent something; analog comput-
ers operate using numerical values
to represent a continuous range;
mainframe computers are computers
housed in specifc locations (early
mainframe computers had more
memory, speed, and capabilities
than personal computers); personal
computers are smaller computers de-
signed for individual use, which now
have many of the same capacities as
mainframe computers; supercomput-
ers are powerful mainframe comput-
ers with a vast computation capacity.
computer animation use of comput-
ers to create flm animation, rather
than the traditional (now largely
abandoned) hand-drawing techniques
computer art graphic element
or other artwork created on a
computer; or art generated by a
computer itself, given appropriate
instructions
computer-assisted personal inter-
view face-to-face interview during
which the interviewer inputs the
responses directly into a computer for
immediate analysis
computer conferencing a meet-
ing of two or more people at distant
sites, each at a computer exchanging
messages
computer games games found on-
line or available in some format such
as Cd-roM
computer graphics pictures (charts,
drawings, fgures, icons, etc.) on a
computer screen, as opposed to al-
phabetic and numerical symbols and
characters
computer literacy understanding of
the basic principles of computers and
their uses, including computer terms
computer memory capacity of a
computer to store data, measured
in bytes. Random Access Memory
(rAM) can be read or changed by the
user; Read-Only Memory (roM) can
only be read, not altered.
computer network combination of
hardware, software, and connections
that allows individual computers to
communicate with each other and
73
CoNfIdeNCe LIMITS
share common resources such as
fles, software, hardware peripher-
als, and electronic mail. Networks
may also protect shared data from
mistakes made by any one individual
and assure that data is transmitted
correctly. Since the frst computer
networks debuted in the late 1960s,
they have had an enormous impact on
the way information is stored, distrib-
uted, and processed.
computer science systematic study
of all aspects of computers—design,
operation, etc.
computer-telephone integration in-
tegration of computer and telephone
systems so that the same networks
can be shared by both
conative function the way in which
a message infuences a receiver or the
response of the receiver (the term is
associated with roman Jakobson’s
model of communication)
conceit amusing or imaginative
expression that connects things that
are perceived to be dissimilar: for
example, my life is a barnyard
concentrated marketing promotion
of a product in one market area
concentration of ownership owner-
ship of numerous media companies
by a few individuals or companies
concept album musical album
centered on a story line or theme.
The British rock group The who was
among the frst rock groups to record
such albums, starting with The Who
Sell Out (1967). Probably the most
popular of these albums is the rock
opera Tommy (1969).
conceptual art art movement that
views the representation of traditional
objects as irrelevant and that focuses
instead on ideas and information
as the essential elements of a work.
Conceptual artists use various media,
such as written documents, photo-
graphs, video, flm, charts, and maps,
in nontraditional ways.
concrete music type of electronic
music created by combining record-
ings of live sounds (natural, mechani-
cal, etc.) with previously composed
musical tracks
concurrence-seeking tendency the
inclination of people in audiences to
agree with each other or to respond to
a media event in similar ways
condensation in the feld of psycho-
analysis, one of the mechanisms by
which dreams express subconscious
feelings, condensing the emotions
into symbolic forms
conference 1. meeting of two or
more persons to discuss common
concerns; 2. meeting to discuss the
previous edition of a newspaper,
magazine, etc., in order to plan for
the forthcoming one
confdence limits range within which
the statistical fndings of a survey can
74
CoNfIdeNTIALITY
be said to be trustworthy or useful for
inferential purposes
confdentiality the practice of media
professionals to keep secret the
names of those who provide them
with information
conglomerate large business orga-
nization consisting of a number of
media companies
conglomeration process by which
one individual, group, or organization
buys up media systems or outlets.
for example, when one newspaper or
newspaper chain buys other newspa-
pers, the press industry is said to be
undergoing conglomeration. Support-
ers of conglomeration claim that it is
a desirable business practice that pro-
tects jobs and brings stability to the
marketplace. opponents claim that it
confers too much power on dominant
owners who can shape knowledge of
events to suit their interests.
congruence theory premise that peo-
ple prefer balance and consistency
among their beliefs and that changes
in attitude occur largely in order to
create agreement with existing beliefs
conjuncture in Marxist theory, the
interrelation of all social factors that
bring about social change. The fac-
tors include political climate, tech-
nology, and economics.
connectionism in computer science,
the execution of multiple operations
in tandem, rather than in sequence.
The power of connectionism in
computer design entered popular
culture in 1996 when chess master
Garry Kasparov played against a
supercomputer called deep Blue,
which operated on the basis of 256
microprocessors connected to each
other. deep Blue had the capacity
to compute more than 100 million
chess positions per second. Although
Kasparov won the match (with three
wins, two draws, and one loss), deep
Blue was the frst computer to win a
game against a chess master.
connectivity ability to communi-
cate with another piece of software,
hardware, or entire communication
system
connotation added or associated
senses of something (a word, symbol,
fgure, story, etc.). The word square
means, at a primary literal level,
“plane fgure with four equal sides
and four right angles.” However, it
is also used with a large number of
added meanings, all of which never-
theless imply the square fgure or its
uses: he’s a square (a person who is
too conventional or old-fashioned;
a square meal (an adequate meal);
lay it out squarely on the table (say
something honestly). Creative texts
(poems, novels, etc.) are interpreted
primarily in connotative ways.
consensus shared acceptance of
norms, values, beliefs, worldview, etc.
consistency practice of ensuring that
media coverage is uniform and does
75
CoNSUMer SoVereIGNTY
not contradict itself, so that audiences
will be more likely to accept the
coverage as believable
consolidation reduction of media
outlets and concentration of owner-
ship in a few large companies
conspiracy of silence agreement not
to broadcast a certain piece of sensi-
tive information among those who
have it
conspiracy theory belief that there is
a conspiracy among those in control
of the media to cover up or suppress
sensitive information
constituency specifc readership of a
newspaper or magazine. The implica-
tion is that the political views of the
readership are shaped by the newspa-
per or magazine.
construct the specifc concept or
hypothesis underpinning any me-
dia product (e.g., political or social
theories)
constructivism [also called con-
structionism] 1. art movement
originating in Moscow around 1920,
emphasizing abstract geometric
fgures constructed with industrial
materials; 2. philosophical view that
reality does not exist outside the
artifacts, representations, and theo-
ries constructed by human beings to
interpret that reality; 3. theory that
the language(s) spoken by someone
flters (constructs) that person’s per-
ception of reality
consumer activism direct action by
consumers to protest some aspect of
advertising, production, or sales, par-
ticularly concerning their infuence
on social values
consumer advertising advertising of
products and services for the general
public (as opposed to specialized,
trade, or professional advertising)
consumer behavior ways in which
people behave when obtaining, us-
ing, and disposing of products (and
services)
consumer culture 1. a lifestyle or
value system in which worth does not
reside in people themselves but in the
products with which they surround
themselves; 2. view of society as be-
ing dominated by consumerism
consumer jury test method of test-
ing advertisements that involves ask-
ing consumers to compare, rank, and
otherwise evaluate an advertisement
or an ad campaign
consumer panel group of consum-
ers who report on products they
have used so that manufacturers can
improve them on the basis of what
they report
consumer research studies con-
ducted by advertising and marketing
frms regarding consumers, includ-
ing determining their needs, lifestyle
choices, etc.
consumer sovereignty 1. the view
76
CoNSUMer SUrVeY
that a consumer should have the
power to infuence what is produced;
2. the view that the consumers of
media products should dictate what is
broadcast
consumer survey collection of
data regarding the lifestyle, habits,
etc., of a specifc group of potential
consumers
consumerism 1. concern or preoc-
cupation with material goods; 2.
advocating the rights of consumers,
as against the efforts of advertisers
consumerization process by which a
society evolves into a predominantly
consumerist one, as a result of forces
such as globalization
contact 1. roman Jakobson’s term
for the physical context in which
a message is transmitted and the
connections that exist or are estab-
lished between the participants; 2.
person who provides information to a
journalist
contagion effect theory that the me-
dia have the emotional power to bring
about a craze. A classic example is
the “Cabbage Patch doll craze” of
1983, when hordes of parents were
prepared to pay anything to get the
dolls for their daughters at Christmas.
Another example is the hysteria gen-
erated by the arrival of the new video
game system by PlayStation in 2007.
Such examples of mass hysteria are
attributed to the contagion effect and
are thus explained as having been
created by effective media marketing
campaigns.
contemporary hits radio radio sta-
tion broadcasting the latest trends in
popular music
content 1. meaning of a message, a
program, a movie, etc.; 2. in mul-
timedia, information sources and
programs that can be digitized for a
communications network. The con-
tent is what the work means, and the
form how it has been created.
content analysis 1. study of how the
mass media create their content
and why they do so; 2. any statistical
description of media content, as for
example, how many times a certain
theme, word, etc., appears in a text, a
program, and so on; 3. technique of
counting the number of times that an
item appears in a media text
content management management
of the material contained on a web
site
content providers media companies
or individuals that produce mate-
rial to be broadcast on a particular
network or web site
context situation, background,
environment (physical, social,
psychological), function, utilization,
etc., that determines the meaning of
something. A discarded cigarette butt
is seen as rubbish if it is found on a
city street. But if the butt is inserted
in a picture frame, displayed in an art
77
CoNVerGeNCe
gallery, and given a title such as A
Final Smoke, then its meaning would
be vastly different. The cigarette
butt’s context of occurrence and so-
cial frame of reference will determine
its meaning.
contextual advertising online
advertising technique by which ads
automatically intrude into a web ses-
sion, whether wanted or not
continuity scheduling advertisements
to appear at regular intervals over a
period of time
continuity editing editing a flm to
make sure that time sequences, along
with costumes, references in the ac-
tion, etc., are consistent throughout
the flm
contracting company independent
broadcasting company that sells
advertising time and space
contrast technique of opposing two
elements in some way (two words,
two symbols, two forms) so as to sig-
nal a difference. The words night and
day contrast with each other in mean-
ing, whereas cat and rat contrast with
each other both in meaning and in
the initial sound with which they are
constructed.
contributed content web site web
site that allows visitors to add con-
tributions to its content. Two well-
known contributed content web sites
are www.wikipedia.com and www.
urbandictionary.com; the former is an
online encyclopedia that encourages
users to add to an entry or to correct
it; the latter is a dictionary containing
pop culture terms as contributed by
users.
control group in a media-based
experiment, the group that is not
exposed to something for purposes
of investigation (in contrast to an
experimental group, which is)
controlled circulation circulation of
a magazine free of charge to readers
who meet a specifc set of advertising
criteria
conundrum type of riddle based on
punning: for example, When is a win-
dow not a window? When it’s ajar.
convention in media content, certain
standardized elements of style that
distinguish specifc genres
convergence 1. erosion of traditional
distinctions among media due to con-
centration of ownership, globaliza-
tion, and audience fragmentation;
2. process by which formerly sepa-
rate technologies such as televi-
sion and the telephone are brought
together by a common technologi-
cal base (digitization) or a common
industrial strategy. The Internet is
a perfect example of technological
convergence; it can deliver digitized
print, images, sound, voice, data, etc.,
equally well. Large corporations such
as AoL are examples of industrial
convergence; they bring together
various media systems (television
78
CoNVerGeNCe THeorY
broadcasting, newspapers, etc.) under
a single corporate umbrella.
convergence theory view that all
media are constantly undergoing
convergence
conversation communication by
means of language
conversation analysis identifcation
and study of the patterns that under-
gird conversations, from turn-taking
to topic switching, and the reasons
why these take place
conversion rate proportion of people
contacted through some marketing
scheme who actually end up purchas-
ing a particular product
converter [also called set-top box]
device in a radio or television re-
ceiver for changing from one range
of frequency to another, allowing
users to get different channels
cookie 1. fle that a web site creates
to identify visitors and potentially
track their activities on the site and
on the web; 2. information profle
about a user that is automatically
accepted by the web browser and
stored on the user’s hard drive
co-op placement placement of ads
on the web pages of on-line book-
sellers
cooperative advertising practice by
which two companies share advertis-
ing costs
cooperative news gathering practice
whereby member newspapers share
the expenses of acquiring news and
returning profts to the members
cooption the appropriation by ad-
vertisers of trends in youth culture,
making them appear to be their own,
and subsequently promoting their
products through the template of
these trends
copy 1. spoken words or written text
in an advertisement; 2. text designed
to be read out loud on radio or
television
copy editor person whose job it is
to check and correct written texts for
publication
copyright exclusive right held by
the creators of original works to
reproduce, distribute copies of,
perform publicly, or display their
original work, or to create derivative
works based on the original.
The duration of copyright is the au-
thor’s life plus 50 years (in Canada),
plus 70 years (in the european
Union), or plus 75 years (in the
United States).
copy testing technique of measuring
the effectiveness of advertising mes-
sages by showing them to specifc
types of consumers
corantos early seventh-century
one-page newssheets, published in
Holland and imported to england by
British booksellers
79
CoUNTerCULTUre
core audience percentage of people
who watch or listen to an entire pro-
gram from beginning to end
corollary something that follows
logically from something else, requir-
ing little or no additional proof
corporate advertising advertising of
an entire corporation rather than of
its products
corporate media mass media con-
trolled by large corporations
corporate portal web site that al-
lows access and provides links to all
the information and software applica-
tions held by a corporation
corporate video video produced by
a company to inform or educate its
employees
Corporation for Public Broadcast-
ing U.S. nonproft agency that funds
local noncommercial broadcasters for
cultural or educational programming
corporatization process of making
a government agency behave like a
private company under marketplace
rules
corrective advertisement advertise-
ment that a regulatory body requires
of an advertiser that will correct
misleading information contained in
a previous advertisement
correlation analysis statistical study
of any potential relation between
media and audience reactions or
behaviors
correspondence column section of a
newspaper or magazine where read-
ers’ letters are contained
correspondent journalist or reporter
who regularly reports on a particular
area of information, usually from the
same geographical area
cost-per-thousand [abbreviated
as CPm] cost of reaching 1,000
consumers, calculated by the cost of
placing an advertisement divided by
the number of thousands of consum-
ers it reaches
costume drama drama set in a
particular historical period, requiring
costumes and sets that are authentic
to the period
cottage industry industry charac-
terized by relatively smaller opera-
tions and closely identifed with its
personnel
couch potato person who watches a
lot of television
counteradvertising advertising that
is designed to respond to a competi-
tor’s advertising
counterculture a subculture whose
values contradict those of the domi-
nant culture. The term crystallized
in the 1960s to refer to young people
who rejected the worldview and the
lifestyles of the middle class. They
80
CoUNTerLeAK
used music and other forms of protest
to argue against gender and race
discrimination, the Vietnam war, and
other causes that were prominent dur-
ing the era.
counterleak revealing to a reporter
that somebody else has leaked infor-
mation, so as to induce the reporter to
believe that there is a conspiracy
counterprogramming scheduling of
television programs in order to attract
audiences that have been watching
similar programs aired at the same
time on other channels
coupon ad print advertisement with
a discount coupon attached, which
the consumer can cut out and use
at a retail store or can return to the
advertiser
coups and earthquakes syndrome
supposed practice of western
societies to ignore news events
related to other societies unless they
involve political turmoil or natural
disasters
courtroom TV television channel
that presents information, stories, and
documentaries dealing with criminal
cases, as well as broadcasting actual
trials
cover story most important story
in a magazine, featured on its front
cover
coverage attention the media give to
a certain person, event, etc.
coverlines suggestive headlines on
magazine covers designed to shock
or intrigue potential consumers
cowboy genre narrative that revolves
around the time frame of the 1800s in
the American west, featuring a heroic
cowboy and his horse, often fghting
Native Americans or outlaws
CPm [see cost-per-thousand]
CPu [see central processing unit]
crane shot flm shot taken from a
crane (a large movable arm for a
camera), creating a higher angle from
which to view the scene
crawl scrolling text across a televi-
sion or movie screen to convey infor-
mation such as programming credits
or news updates
creative director person in an
advertising agency who coordinates
the creation of advertisements for a
product or service
credits the names of photographers,
camerapersons, costume designers,
etc., who were part of the production
team; often broadcast at the end of a
flm or program
creole language that evolves from
contact with another language,
becoming the native language of a
community (Haitian Creole, Guya-
nese Creole, etc.)
crew persons who carry out technical
work for a television program or flm
81
CroSS-MedIA owNerSHIP
(camerapersons, lighting managers,
etc.)
crisis defnition theory that a crisis
is defned as such only when it is
covered by media, forcing those in
authority to act accordingly
critic person who expresses opinions
about a work (a book, a flm, etc.)
critical media theory theory that the
media operate primarily to justify and
support the status quo at the expense
of ordinary people
critical news analysis news coverage
that is perceived as being neutral and
highly reliable
critical research term frst used by
Paul lazarsfeld in 1941 to describe
research that takes as its object the im-
pact of media on people by examining
how certain media products infuence
audience behaviors, as well as the rela-
tion of media to culture and history
critical studies examination of
the overall impact of the media on
society
criticism examination of literary, ar-
tistic, or media texts (novels, poetry,
flms, television programs, etc.) in
terms of their aesthetic worth, their
social import, their style, their genre
characteristics, and so on. Tradi-
tionally, criticism revolved around
issues such as the author’s intent, the
structure used to make the work, etc.
In the early twentieth century, the
New Criticismmovement, infuenced
by T.S. eliot, proposed the study of
works aside from historical context or
authorship. By mid-century, several
other trends emerged: psychoanalytic
criticism focuses on the unconscious
aspects of the work (archetypes,
dreams, myths, etc.); semiotic (or
structuralist) criticism focuses on
the meanings of texts in sign-based
terms; hermeneutic criticism looks at
the language with which, and cultural
context in which, a work is created;
Marxist criticism interprets works
in terms of ideological factors and
forces at work in its production; femi-
nist criticism investigates the role and
representation of women in works;
and deconstructivist criticism looks
at a work in terms of the meanings it
creates by itself, rather than through
some external channel.
Croce, Benedetto (1866–1952) Ital-
ian philosopher and critic who argued
that art allows human beings to give
expression to their instinctive sense
of beauty and ugliness
crosscutting repeated alternation
between flmed sequences to give
the impression that the sequences are
simultaneous
cross-media advertising advertising
the same product in several media
forms and outlets (radio, television,
print, etc.)
cross-media ownership ownership
of several media outlets (press, radio,
television, etc.) by one company
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CroSSoVer
crossover 1. media product that was
made for one medium, but that gains
popularity in another (for example, a
novel such as The Godfather that is
known more in its movie form than
in its book form); 2. any popular
work that crosses over to another
genre where it may become even
more popular (for example, from
rock to country). The music of elvis
Presley was considered to be pure
rock music in the 1950s and 1960s.
It started to cross over to the country
feld in the late 1970s and is still
classifed as both “early rock” and
“country.”
cross promotion technique by which
two or more advertisers associate
with each other to reach more people
cross-reference reference from one
part of a book, index, or table to
another
crossword puzzle with sets of
numbered squares to be flled in with
words, according to given clues,
one letter to each square, so that the
words may be read both across and
down
cryptogram something constructed
in code or cipher: for example,
1–14–4 =and (each number stands
for a letter in the english alphabet, in
order)
cryptography making or decipher-
ing messages in a secret code that has
a key, or method, for identifying the
hidden message
Csa [see Casting society of
america]
C-sPan U.S. cable television chan-
nel that covers politics and current
affairs
cubism twentieth-century art move-
ment based on the use of cubes and
other geometric forms, rather than
a naturalistic representation. The
movement started in Paris around
1908, becoming popular in the 1920s,
marking the beginning of abstract
art. Cubist painters include Pablo
Picasso, Georges Braque, and Marcel
duchamp. Cubist sculptors include
Picasso, raymond duchamp-Villon,
and Aleksandr Archipenko.
cue 1. written text to a piece of
audio; 2. sign given for some action,
event, or broadcast to begin
cue card card placed near a televi-
sion camera that a presenter reads,
while appearing to look straight at
the viewers
cult flm flm that gathers a devoted
group of followers
Woman in a Hat (1934) by Pablo Picasso
83
CULTUre J AMMerS
cultivation differential degree to
which persons have been undergo-
ing the cultivation effect and the
degree of infuence this has had on
their views and beliefs
cultivation effect process by which
audiences are purportedly inclined to
accept values, beliefs, etc., that are
presented to them by media coverage
over an extended period of time
cultural capital particular knowl-
edge and background possessed by
audiences, which shape their inter-
pretation of media texts
cultural imperialism belief that the
cultural artifacts of a politically and
economically dominant power enter
into another country and eventually
dominate it, thereby spreading the
cultural, political, and specifc values
of the dominant power to the exclu-
sion of indigenous values and voices
cultural memory complex of sym-
bols, rituals, etc., that are acquired
from being immersed in a culture,
which, over time, becomes part of
memory
cultural proximity desire of people
to see or hear media products from
the comfort of their own cultural
backgrounds
cultural relativism view that differ-
ent cultures predispose their members
to view the world in different ways.
essentially, relativists maintain that
what is right or wrong depends on the
particular culture concerned. what is
right in one society may be wrong in
another, and thus no basic standards
exist by which a culture may be
judged right or wrong.
cultural studies tradition of research
that contends that the examination
of cultural context is essential for an
accurate understanding of media
cultural theory the idea that cultural
meanings are negotiated by media
and audiences as they interact
culture the arts, beliefs, language(s),
institutions, rituals, etc., practiced by
a specifc group of people
culture industries in the frankfurt
school specifcally, and in early cul-
ture theory generally, proft-making
enterprises that have debased culture
by turning it into a commodity. In
this view, the function of culture is
not to enrich or enlighten but to ma-
nipulate and indoctrinate.
culture jammers a group social
activists with a popular web site and
magazine that are critical of the ad-
vertising process itself. The web site
and magazine offer not only serious
critiques of advertising and consum-
erism, but also many clever parodies
of advertising campaigns, articles and
forums on how one can recognize
media manipulation, information on
lawsuits and legislation on consumer
issues, and links for sending e-mails
to big businesses to contest their
marketing strategies. Culture jam-
84
CULTUre of defereNCe
mers see themselves as a loose global
network of media activists aiming to
change the way in which informa-
tion fows. They claim that brands,
fashions, celebrities, spectacles, and
entertainments are all that consumer
culture has to offer. It is only by “de-
constructing” the symbols of branded
culture that true culture can reassert
itself.
culture of deference the tendency of
news reporters to censor themselves
so that the organization for which
they work will not fnd their coverage
objectionable
culture wars any clash of tastes and
ideologies with regard to cultural
products. for example, in the United
States there is currently a “culture
war” between right-wing ideologues,
who consider pop culture products
portraying sex and violence generally
to be improper and even destructive
of “traditional values,” and civil liber-
tarians who see such popular expres-
sions as necessary to keep a political
system based on freedom of speech
intact and functional.
cumulative audience [abbreviated
as cume] 1. number of people who
listen to a radio station for at least
fve minutes a day; 2. proportion of a
target audience who have had the op-
portunity to hear or see an advertise-
ment during some broadcast
Curran, J ames (1973–) scholar
whose work on globalization comes
up frequently in the media literature.
Among his works are Mass Media
and Society (as editor, with Michael
Gurevitch, 1991) and Culture Wars:
The Media and the British Left (with
Ivor Gaber and J ulian Petley, 2005).
current events news or a discussion
of news of the present time
curtain raiser story that precedes the
main story, so as to provide back-
ground information
custom publishing creation of cus-
tomized versions of print newspapers,
magazines, or books for particular
audiences
cutaway short scene inserted be-
tween two scenes in order to avoid
clumsy editing
cut-in scene that is inserted into
another scene in a flm
cutting room room in which flm
editing is carried out
cyberadvertising placement of com-
mercials on on-line sites
cybercafé café that provides comput-
ers where people can pay to browse
the Internet
cybercommunications communica-
tions that take place over the
Internet
cyberculture culture that is evolving
over the Internet, including chat-
rooms, profle sites, etc.
85
CYBorG
cyberfeminism study of the effects of
new technologies on women’s issues
cyberjunkies persons who spend too
much time on the Internet, becoming
“addicted” to it
cybermall on-line shopping site link-
ing a home page with a large num-
ber of online businesses, allowing
customers to make purchases
cybermarketing any kind of
Internet-based marketing strategy or
promotion (targeted e-mails, bulletin
boards, etc.)
cybernetics science that studies
communication in living organisms,
computers, and organizations. The
science was founded in 1948 by
Norbert wiener, who claimed that
the control systems in machines
process information in ways that are
analogous to the ways in which the
nervous system processes stimuli,
that is, primarily on the basis of
the nature of the stimuli. Known as
feedback, this concept is the founding
notion of cybernetics.
cyberporn pornographic material
available on the Internet
cyberpunk movement associated
with the technological breakthroughs
of the early 1980s and their effect on
the popular culture of the era
cybersex sexual activity involving
virtual reality on the Internet
cybershopping buying goods and
services over the Internet
cybersleuthing in popular culture,
crime solving that uses advanced
cyber technologies
cyberspace the realm in which elec-
tronic information exists (term coined
by American writer william Gibson
in his 1984 science fction novel
Neuromancer). The term has given
rise to a host of derived terms, such
as cybercafes, cybermalls, etc.
cybersurfer person who spends a lot
of time on the Internet
cyberterrorism terrorism that em-
ploys the Internet to communicate
with fellow terrorists and to enter the
communication systems of targets in
order to destroy them
cyberwar use of electronic commu-
nications and the Internet to damage
an adversary’s computer systems and
fles
cyborg human body or other organ-
ism whose functions are taken over in
part by various electronic or electro-
mechanical devices
86
fIrST ITeM
D3 digital tape format that
is capable of recording
composite video signals
DaB [see digital audio
broadcasting]
dactylology communication by signs
made with the fngers, especially as
practiced by people who are speech-
impaired
Dadaism (also called Dada) art and
literary movement, starting around
1916 and fading by 1922, that re-
jected traditional forms of art through
incongruity and nonsensicality.
The term dada, a french baby-talk
word for “hobbyhorse,” was chosen
arbitrarily by romanian-born writer
Tristan Tzara because it was nonsen-
sical. revoking all accepted values in
traditional art making, dadaists used
art techniques that were deliberately
unintelligible and outrageous.
Dagmar [full form: defning
advertising goals for measured
advertising results] model intended
to identify the effects that advertis-
ing has on consumers, measured in
stages, from awareness of the product
to action (purchasing)
daguerrotype (early forerunner of
the photograph) process of recording
images on polished metal plates
daily 1. newspaper published every
day; 2. in flm, an unedited print of
a day’s flming, usually created for
review by the director
Daily me news web site
that lets users tailor con-
tents to their liking. Some
media analysts argue that
this type of site empow-
ers common people to
become more sophisticated informa-
tion consumers, drawing those who
might otherwise be disinclined to
refect critically on information into
the world of news and public affairs.
others argue that it cuts users off
from the full richness of news and
information, confning them to their
preexisting preferences. web site:
www.dailyMe.com
dance music style of popular
electronic music with a disc jockey
talking or rapping as people dance
(usually in a club setting)
dance program reality television
program featuring dancers, usually in
competition
darkroom room isolated from
all outside light that is set up and
equipped for developing photographs
Dars [see digital audio radio
service]
DaT [see digital audiotape]
data [singular, datum] 1. informa-
tion of any type (usually in the form
of facts and fgures and obtained
through surveys, experiments, etc.);
2. information available on computer
(text, images, numbers, etc.) that can
be stored or processed
D
87
dAVIS, ANGeLA
data analysis compilation and
interpretation of data so as to
ascertain patterns implicit in it,
often by employing a statistical
method
data compression [see digital
compression]
data entry putting information in a
computer by keyboarding, scanning,
or some other way
data mining compiling and sifting
through large quantities of data so as
to extract from it any usable patterns;
for example, using demographic data
to analyze the shopping habits of a
targeted advertising population
data protection any strategy, such as
legislation or software applications,
used to prevent data from being used
in an unauthorized fashion
data sheet online document that
provides a detailed description of a
product, service, etc.
database organized compila-
tion of data structured logically
( alphabetically, topically, etc.) for
quick access and utilization. A
few computer databases became
commercially available in the
1960s; online databases (usually
available to anyone) started in the
1970s.

database management system com-
puter program that allows a user to
organize and manipulate the informa-
tion in a database
database marketing strategy where-
by advertisers store information
about consumers so that they can use
it to personalize or target messages
according to consumer characteris-
tics such as age, gender, social class,
lifestyle, etc.
database modeling technique of
using the information in a database
to create a web site or to simulate or
predict something, such as trends in
a market
datacasting 1. distribution of digital
data, usually online; 2. transmitting
data on demand (such as weather
reports)
dataveillance (imitating surveil-
lance) any massive electronic com-
pilation and distillation of consumer
data
dateline line at the beginning of a
printed news story or news release
giving the place and date of the
story’s origin
DaTV [see digitally assisted
television]
Davis, angela (1944–) prominent
feminist social critic whose analyses
of the representations of race, gender,
hegemony, homophobia, and sexu-
ality in representational practices
are widely cited. Her works include
Women, Culture, and Politics (1989)
and Blues Legacies and Black Femi-
nism (1998).
88
dAY-AfTer reCALL TeST
day-after recall test advertising re-
search method designed to ascertain
how much someone can remember
about an advertisement or commer-
cial the day after it was broadcast
day player actor or technician who
is hired on a daily basis for a flm
production
daypart partition of a day into blocks
for programming and advertising
purposes (for example, 6 a.m. to
10 a.m., 10 a.m. to 3 P.m., 3 P.m.
to 7 P.m., 7 P.m. to 12 midnight)
d-book book that can be downloaded
in electronic form from the Internet
DBs [see direct broadcast by
satellite]
deadline time by which coPy must
be submitted for publication or
broadcast
dead spot geographic area where
radio or television reception is poor,
even though it falls within the usual
range of the transmitter
dead zone area where mobile phone
networks do not operate
dealer aids advertising materials and
devices used by stores to stimulate
sales (posters, in-store television sets
showcasing a product, and the like)
dealer tie-in advertising that publi-
cizes the names of local dealers who
stock a product
death metal music type of heavy
metal music characterized by hard-
edged loud instrumentation, brutality
in lyrical material, growling vocals,
and horror symbolism
Debord, guy (1931–1994) french
social critic who described the
purportedly destructive effects of
modern-day circus-like spectacles
on human cultures. Among his best
known works are La société du
spectacle (1967; published in english
as Society of the Spectacle, 1973)
and Commentaires sur la société du
spectacle (1988; published in english
as Comments on the Society of the
Spectacle, 1990).
decentralized system in advertising,
mode of operation in which a man-
ager, rather than a centralized depart-
ment, is responsible for marketing
and advertising a product
deceptive advertising advertising
that is purported to make misleading
or untruthful claims
decipher in literary and media stud-
ies, to determine the meaning of a
complex or ambiguous text (to de-
cipher a novel, to decipher a movie,
etc.)
deck secondary part of a newspaper
headline that summarizes a story
decode [synonym for decipher] to
determine the meaning of a complex
or ambiguous text. The term implies
that there is a hidden code in the
89
defINITIoN
text that guides its reception and
under standing at an unconscious
level.
decoder 1. person who decodes
media texts; 2. device designed to
unscramble mixed signals or to select
signals so that a program can be
received on a television set
deconstruction approach to liter-
ary and media texts instigated by
Jacques derrida in the 1960s
and 1970s. Because of the relative
nature of language, derrida claimed,
no text can have an unchanging or
central meaning. deconstruction is
also called Poststructuralism.
It challenges traditional assump-
tions about texts as mirrors of reality
because words, being what they are,
refer to other words. Since texts are
structured on binary oPPositions
(e.g., man vs. woman, good vs. evil),
they tend to produce biased inter-
pretations, wherein one of the two
concepts in the binary opposition
is given prominence, and this has
vast cultural consequences. decon-
structionist readings of media texts
thus involve an examination of the
unarticulated oppositions that under-
pin their seemingly straightforward
surface meanings.
decor scenery used on a stage or a
movie set
dedication 1. inscription in a liter-
ary or musical work, intended as a
tribute to an individual or cause; 2.
musical piece played or requested as
a greeting or tribute, especially on
the radio
deduction [in contrast to abduction
and induction] process in which a
conclusion about a particular follows
from a general premise: for example,
All cats are mammals; Pumpkin is
a cat; therefore we can deduce that
Pumpkin is a mammal.
deep focus cinematic technique of
bringing the components of a scene
into focus by using a camera shot that
shows a large depth of feld
defamation statement about a person
that is untrue and impugns his or her
reputation in some way
default option or mode (a font style,
a letter case, etc.) that will auto-
matically be selected by a computer
when the user does not specify an
alternative
defensive communication mes-
sage that recipients will intentionally
misinterpret or reject because it jars
with their own values, beliefs, or
worldview
defcit fnancing in television par-
lance, strategy used by a TV produc-
tion company of leasing programs to
a network for a fee that is less than
the cost of production in the hope
of recovering the loss later through
rerun syndication
defnition degree of clarity that an
image or sound has (in a photo, on a
90
defoCUSING
television screen, on a monitor, in a
recording)
defocusing flmic technique of
blurring an image deliberately for a
psychological effect
delay line device that delays the
transmission of an electronic signal
according to a pre-arranged or preset
interval
delay system mode of operation
employed to delay the transmission
of a live broadcast by a few seconds
so that infelicities such as profanities
can be removed
deleted scene any scene deleted from
a flm or program either for artistic,
political, or legal reasons
deliberative listening interpreting a
media text with the sole intention of
deciphering the message built into
it (rather than simply taking it in for
enjoyment or some other such reason)
delivery system computer system
combining the hardware and software
required to play a certain multimedia
product
demand programming radio format
based on requests by listeners
demo sample or entire version of a
recording, produced for promotional
purposes
demodulation process of translating
an analog signal into digital form
demographic editions national
magazines that tailor their advertis-
ing according to the demographics of
their subscribers (age, gender, occu-
pation, education, income, ethnicity,
education)
demographic segmentation
classifcation of media audiences
or consumers according to demo-
graphic characteristics (age,
gender, class, economic level,
education)
demographics classifcation of
audiences and consumers according
to their age, sex, income, educa-
tion, and other variables. It does
not include classifcation by their
subjective attitudes or opinions.
demonization undermining of a
person (or group) by the media,
usually by means of an attack on
personal characteristics of an indi-
vidual (or the leader or members
of a group)
demonstration effect claim that
some people buy products to
impress or keep up with their
neighbors
denotation initial, specifc, or literal
meaning of a word, text, etc., as
opposed to its connotative meaning.
The denotative meaning of square
is a “plane fgure made up of four
equal lines meeting at right angles.”
on the other hand, in the expression
a square person, it has a nondenota-
tive meaning (unfashionable, old-
91
dMA
fashioned). In advertising analysis
the term is often used to refer to the
surface meaning of an ad, that is,
what the ad is designed to highlight
about the product. However, the
actual meaning of an ad depends on
some encoded message that is be-
yond its denotative meaning (usually
involving lifestyle, instinctive needs
and fears, etc.).
denouement fnal part of a plot in
a drama or narrative in which the
outcome is clarifed
dependency theory hypothesis that
people who are exposed habitually
to a medium tend to become psycho-
logically dependent on the medium,
much as a drug user becomes depen-
dent on a drug
depth interview method of advertis-
ing research, whereby a trained inter-
viewer meets with consumers, asking
each of them a series of unprepared
questions that aim to identify at-
titudes and values that might have
been missed with other methods. The
interviewer does not use predeter-
mined questions because the purpose
of the interview is to give respon-
dents the opportunity to express their
personal views and tastes openly and
spontaneously.
depth of feld distance in front of a
camera within which actors and an
entire scene can be shown in focus.
This technique guides the viewer’s
eye to particular characters or areas
on the screen.
deregulation loosening or elimina-
tion by the government of ownership
and other rules for media systems
Derrida, J acques (1930–2004)
french philosopher who founded the
deconstruction movement that
has been applied broadly to media
studies. derrida’s main contention is
that the meaning of a text cannot be
determined with any degree of cer-
tainty because it shifts according to
who analyzes it, when it is analyzed,
how it is analyzed, and so on.
desensitization process through
which audiences, as a result of view-
ing portrayals of violence or degra-
dation in the media, are thought to
become insensitive to violence and
suffering in real life
desexualize 1. to remove sexual
features or ideas from a media text,
so as to make it acceptable to a wider
audience; 2. to deemphasize sexuality
or the role of sex and gender in media
portrayals
design audit process of checking
and evaluating the design of a brand
product, an ad, a web site, etc.
design grid basic form or grid used
as a template for designing a maga-
zine’s page layout
designated market area [abbreviat-
ed as Dma] geographic designation,
used by ac nielsen, that specifes
which population areas fall into a
specifc television market segment
92
deSK
desk in newspaper parlance, a depart-
ment concerned with a certain topic
or area of coverage (e.g., sports desk,
city desk)
desk editor in newspaper parlance,
person who prepares texts in a fnal
version for publication
desktop publishing [abbreviated as
DTP] publication by means
of computers equipped with
specialized software, rather than by
means of traditional typographical
practices
detective story work of fction
that centers on a crime, featuring a
detective who will solve the crime
by questioning suspects, putting to-
gether clues, and eventually hunting
down the perpetrator. The detective
generally withholds the signifcance
of the clues until the end. edgar
Allan Poe’s C. Auguste dupin, who
appeared in an 1841 story titled
“Murders in the rue Morgue,” is
considered the frst fctional detec-
tive. Charles dickens followed Poe’s
lead with Bleak House (1852–1853)
and his unfnished novel, The
Mystery of Edwin Drood. Shortly
thereafter, The Moonstone (1868),
by wilkie Collins, became the frst
popular detective novel. Sir Arthur
Conan doyle’s A Study in Scarlet
(1887) introduced Sherlock Hol-
mes, perhaps the most famous of
all fctional detectives. Today, the
detective story has become one of
the most popular forms of fction in
movies and television.
determination in marxist theory,
claim that the economic system used
in a society determines its “super-
structure” (culture, beliefs)
determinism doctrine or view that
every human act is caused by some-
thing or is subject to universal laws
of causation, thus denying any free
will (the ability to make choices
freely)
development theory idea that
media systems and governments
should work together to ensure that
a country will be better served, or
to promote partnerships with other
countries
Cover of The Union Jack (1900)
featuring Detective Sexton Blake
93
dIAL-UP ACCeSS
deviance behavior that departs from
or challenges social norms. deviance
is a major theme in crime narratives,
for example, and in moral Panic
theory.
deviancy amplifcation spiral
social phenomenon whereby media
coverage of a deviant event makes
it appear to be more common than
it is and causes people to pay more
attention to it than they otherwise
would
diachrony [in contrast to SYNCHRONY]
change in language over time; by
extension, any kind of change in any
representational system. diachrony
refers to evolutionary tendencies
within systems to produce change in
those systems.
dial radio or television plate or
disk, with numbers or letters on it
for tuning into a station. dials are
now largely obsolete, having been
replaced by devices such as remote
controls. The term has remained,
however, in expressions such as:
“Turn the dial” and “You can always
dial that program out.”
dialect variant of a language used
by a particular group of speakers.
dialects may arise from geographic
or social factors. for example,
American and British dialects of
english differ due to geographic
distance; dialects within British
english refect differences in the level
of education, economic status, and
the like.
dialectic philosophical term describ-
ing the process of examining ideas
logically, through discussions based
on questions and answers. Plato’s
Dialogues used the dialectic method,
which he based on observations of
his teacher Socrates, who used it
to reveal truth through disputation.
Plato’s student aristotle used the
term as a synonym for logic. Hegel
used the term dialectic with a differ-
ent meaning, namely as one phase of
any historical development that tends
to be confronted and replaced by its
opposite which, in turn, tends to be
replaced by a phase that is some-
how a resolution of the two opposed
phases. This meaning was adopted by
Marx and elaborated to encompass
the tension that exists in capitalist
societies between the proletariat and
the ruling classes
dialogics as defned by mikhail
bakhtin, the construction of
verbal utterances in a dialogue
on the basis of opinions and
ideologies, which refects a web of
ongoing power struggles between
people
dialogue 1. conversation of any kind;
2. literary genre modeled on every-
day conversation; 3. words spoken
by characters in a text (book, radio,
movie, program, etc.)
dial-up access nonpermanent con-
nection to the Internet requiring a
modem or other device that allows
a user to dial a telephone access
number in order to make such a con-
94
dIArY CoLUMN
nection. This method of connection is
now largely obsolete.
diary column column written by jour-
nalists or bloggers about their lives
diary method market research tech-
nique whereby respondents keep a
regular written account of the adver-
tising materials (ads, commercials,
posters, etc.) they have noticed, the
purchases they have made, and the
products they have actually used
diaspora scattering of any com-
munity that once lived together in a
single location because of some event
(war, persecution); the term has been
applied traditionally to the J ewish
diaspora
dictionary reference book or list-
ing containing words, phrases, and
expressions with their defnitions and
other information
dictum authoritative saying or
pronouncement: Those who ignore
history are condemned to repeat it
didactic containing a moral, social,
or ethical message; of an instruc-
tional nature
diegesis the fctional world created
by narratives
diegetic elements originating in a
narrative (including dialogue and
sound effects) that appear to be aris-
ing out of the plot. In flm, nondi-
egetic elements are those that do not
originate in the narrative, such as
soundtrack music and credits.
différence ferdinand de saussure’s
term for contrast, which claims that
two forms are kept distinct in meaning
through some minimal difference such
as a sound: for example, pin versus
bin. By extension, the term is now
used to refer to any difference, includ-
ing social differences, such as young
versus old. The term is used in current
media analysis to support the view
that meanings are constantly shifting
and thus reconstructing each other
through minimal differences.
diffusion spread of media content
either generally throughout society or
specifcally within a target audience
digerati [in imitation of literati]
people with expertise in, or profes-
sional involvement with, computers,
the Internet, or the world wide web
digest compilation of articles, stories,
reviews from different sources,
brought together in a magazine,
book, or broadcast, often in summa-
rized or condensed form
digicam [see digital camera]
digital 1. any medium that operates
by means of a digital system; 2. any
form of transmission in which a sig-
nal is sent in small, separate packages
(in contrast to analog)
digital audio broadcasting [abbre-
viated as DaB] audio broadcasting
95
dIGITAL MUSIC dISTrIBUTIoN PLATforMS
using digital recordings, which give
clearer sound than analog recordings
digital audio radio service [abbre-
viated as Dars] delivery of digital
audio signals by satellite directly to
homes or automobiles
digital audiotape [abbreviated as
DaT] audiotape cassette or other
magnetic tape that offers high-quality
digital sound
digital cable television digital televi-
sion delivered to homes via cable
digital camera [abbreviated as digi-
cam] camera that takes and stores
pictures in digital form. Like previ-
ous cameras, digital cameras have
lenses, apertures, and shutters, but
they do not use flm. Instead, they use
devices that transform images into
digital information. digital photos
can then be manipulated and printed
using a computer.
digital compression [also called
data compression] 1. method of
representing data in an abbreviated
form by removing redundant data,
by replacing repeated data with a
shortening code, or some other such
technique; 2. digitizing signals so that
they can be carried over one channel
digital delivery daily online distribu-
tion of daily newspapers
digital divide view that digital
technology and its attendant culture
contribute to the exacerbation of
social inequalities, because not every-
one has equal access to such technol-
ogy and, even among those who do,
not everyone is equally competent in
using it. Unequal access or unequal
competence is thus said to create
classes of “information haves” and
“information have-nots.”
digital flm production produc-
tion of flms using primarily digital
technology, rather than previous
technologies
digital galaxy [in imitation of
gutenberg galaxy] notion that
digital technologies have changed the
ways in which people communicate
and interact
digital imaging any form of photog-
raphy that is based on digital technol-
ogy. It has been suggested that this
term should replace photography
altogether.
digital media media based on digital
technologies
digital media players computer
programs or systems that allow
individual users to display video
or audio data on home computers.
realPlayer, windows Media Player,
and QuickTime are examples of such
systems.
digital music distribution
platforms online sites like PressPlay,
rhapsody, MusicNet, iTunes, and
others that allow for downloading of
music fles
96
dIGITAL PHoToGrAPHY
digital photography [also called
digital imaging] photography using
digital cameras and equipment
digital radio radio broadcasting that
is transmitted digitally, with the ca-
pacity to provide a greater choice of
channels and a superior sound quality
than all previous nondigital systems
digital recording audio recording
made with digital equipment, produc-
ing a high-quality clear sound
digital retouching use of digital
technology to alter a photograph,
either to remove imperfections or to
change something in the photo with-
out revealing that it was altered
digital rights management protec-
tion of digitally distributed intellec-
tual property
digital service line [abbreviated as
DsL] line providing access to the
Internet that is faster than the previ-
ous dial-up modem devices
digital television [abbreviated as
DTV] television set and television
broadcasting system using digital
technology
digital terrestrial broadcasting
course of action aiming to make all
forms of broadcasting digital
digital versatile/video disc [ab-
breviated as DVD] round fat platter
on which motion pictures, computer
programs, and other types of infor-
mation are stored digitally. A dVd is
the same size as a standard compact
disc (about 4 3/4 inches or 12 centi-
meters) in diameter, but it can store
much more information. each side of
a dVd can contain two data layers,
one beneath the other. A single dVd
currently has the capacity to store up
to 17 gigabytes (billion bytes) of in-
formation. dVd technology was one
of the frst types of digital technol-
ogy that made it possible to integrate
computer, audio, and video material.
digital video editing editing video
materials using digital technology
digital video recorder [abbrevi-
ated as DVr] video recording and
playback device attached to a televi-
sion set that allows users signifcant
control over the content they record
or see
digitally assisted television [abbre-
viated as DaTV] television signals
transmitted partly through digital
means
digitally originated graphic [abbre-
viated as Dog] small logo used to
identify a television channel, shown
typically in one corner of the screen
digitization [also called digitaliza-
tion] conversion of any kind of data
(text, images, sound, graphics) into
an electronic language that can be
used by computers or other digital
systems. Because it offers unprec-
edented opportunities for manipu-
lation of data, digitization raises
97
drTV
crucial questions about authorship,
intellectual property, and selectiv-
ity of information. This term is now
used to characterize the evolutionary
characteristics of all media—which
are becoming digitized throughout
the world.
digizine [abbreviation of digital
magazine] magazine that can be ac-
cessed by computer from a web site
diglossia use of different forms of the
same language or, sometimes, of dif-
ferent languages in the same speech
area, one of which is sometimes con-
sidered more important or functional
than the other
Dijk, J an a.g.m. van (1952–)
scholar whose work on the effects of
new media technologies on cultures
and societies is often cited in the
media literature. Among his most
infuential works are The Network
Society (1999) and Digital Democ-
racy (2000).
dime novels [also called pulp
fction] inexpensive nineteenth and
early twentieth century novels that
deal mainly with sensationalized
adventure, crime, horror, or romance.
The term dime comes from the fact
that they were originally sold for a
dime.
dionysian as defned by friedrich
Nietzsche, the creative and intuitive
aspects of the human psyche, as op-
posed to the mind’s rational mode of
thinking
dipstick survey survey intended to
identify only one aspect of some au-
dience behavior, such as the number
of viewing hours independently of
the TV programs watched
direct action advertising advertising
intended to elicit a quick response
in consumers, appealing directly to
emotional needs
direct broadcast by satellite [abbre-
viated as DBs] generic term for the
broadcasting of radio and television
signals over a wide area by satellite
technology. dBS began in 1994.
direct cinema a type of cinéma
vérité developed in the 1960s in the
United States, in which the setting
is not a studio or designated area but
the real world (the ghetto of a real
city, the backstreets of a town, etc.)
direct mail advertising practice
of sending people leafets or bro-
chures through the mail. Today, such
advertising also takes place in online
versions, where it is called spam.
direct marketing marketing practic-
es that are aimed directly at (and are
accessible to) consumers, bypassing
retailers (for example, through mail
order and the Internet)
direct response television [abbrevi-
ated as DrTV] advertising strategy
seeking immediate response to a
television commercial by providing
an on-screen phone number, e-mail
address, or web site
98
dIreCT SPoNSorSHIP
direct sponsorship radio and televi-
sion programming bearing the name
of the advertiser who has sponsored
a program or series (appearing in the
program’s title)
directional medium advertising me-
dium that gives potential consumers
information on where to fnd products;
for example, a directory, a catalog
directness of address the way in
which television addresses people.
Since television is essentially a do-
mestic medium, its style is typically
conversational (rather than formal),
engaging audiences directly and
emotionally, rather than logically and
rationally.
director person who plans and con-
trols the performance of a play, a mo-
tion picture, or a show on television,
radio, or the Internet. In traditional
flm theory, the director is considered
more important than the scriptwriter;
often the two are one and the same
person.
direct-to-home multichannel broad-
cast service for television and radio
transmitted via communication satel-
lite that subscribers receive directly
on their own receivers
director’s cut version of a movie
over which the director has complete
control; often, this version is not
released to theaters
disaster movie flm genre in which
the plot revolves around a natural
disaster (such as an asteroid hitting
earth) or a human-related disaster
(such as a ship sinking in the ocean)
disc a storage device, built into a
computer or removable as a separate
device (such as a fat plastic object)
disc jockey [abbreviated as DJ ]
announcer for a radio program that
consists chiefy of recorded popular
music; by extension, anyone who
plays recorded music for a specifc
function (such as at a wedding, a
dance, etc.)
disclosure of information act of
passing on information that was in-
tended to be kept secret. This term is
used especially in journalism jargon.
disco music famboyant, dance-
oriented popular music genre that
emerged in the 1970s. disco music
was emblemized by the 1977 movie
Saturday Night Fever. The punk
rock and new wave movements that
surfaced in the mid- and late 1970s
began partly as a backlash against the
perceived superfciality and glitziness
of disco.
discography list or catalog of record-
ings (by a performer, a group, etc.) or
of writings or annotations about them
discourse 1. use of language in
communication; 2. serious discus-
sion about a subject; 3. particular
style of talking and writing (as in the
“discourse of science”). This term
was used by michel foucault
99
dISPLACeMeNT
to describe how language is used
by people and institutions to shape
social reality. In this sense, discourse
is seen as a form of power because
it articulates and ensconces (through
language) the ideas that are accepted
as truth. The term is now extended to
include nonverbal and other kinds of
“languages” (visual discourse, narra-
tive discourse, and other discourses).
discursive contestation ability of the
audience of a news broadcast to chal-
lenge its content and slant (as opposed
to passive reception of the broadcast)
discursive form as defned by phi-
losopher susanne langer, anything
constructed in linguistic form and
thus governed by the properties of
that form. one of these is detach-
ment, since one can focus on a word
in a sentence or a phrase without
impairing the overall understanding
of the sentence or phrase. Presen-
tational forms, on the other hand,
cannot be detached without impairing
the overall meaning; for example,
one cannot focus on a note or phrase
in a symphony without destroying the
sense of the work.
discursive gap breach in language
that can exist between senders (such
as television newscasters) and receiv-
ers (such as audiences). The popular
press has attempted to close this gap
by using primarily colloquial or slang
language.
discussion group on the Internet, a
web site that lets any visitor write
a message on a particular subject,
which is then displayed on the site
dish antenna television antenna in
the form of a dish that can receive
many channels and services from a
satellite
Disneyifcation the spread of Ameri-
can representations of childhood
culture, as symbolized by the walt
disney Company, which are seen to
be intrusive into other cultural views
of childhood
disparaging copy advertising copy
that is critical of another company’s
products or campaigns
dispatch news item sent by a news
correspondent or agency to a net-
work, station, or web site
displacement capacity of words (and
symbols generally) to displace refer-
ents (the things to which they refer),
evoking them mentally (not physical-
ly). A word such as cat is a sequence
of sounds (or letters) that evokes a
particular mental image of an animal,
even if the animal is not physically
present. The animal is thus said to
have been “displaced” from the
physical world to the mental world.
In marxist theories of media, the
term is sometimes used to refer to
the process by which the meaning of
something is transferred to something
else; for example, portraying punk
musicians as having the same charac-
teristics as criminals, thus implying
that they are socially deviant.
100
dISPLAY AdVerTISING
display advertising 1. advertising
that includes product or company
features and symbols (such as a logo)
in addition to the ad text itself; 2. ad-
vertising taking up a substantial area
of a newspaper page
dissemination distribution of an
idea, statement, or information
through a medium
dissident press press that publishes
articles, reviews, etc., that are per-
ceived as opposing the mainstream
press, usually challenging the social
and political status quo
dissonance confict between the
ideas, values, or views that a person
holds and those directed at him or her
through some form of communica-
tion (especially the media)
dissonance theory view that people
will experience a kind of discomfort
when confronted with new informa-
tion and thus will attempt to limit the
discomfort through manipulation of
the information (selection of some
aspects and rejection of others, adapt-
ing it to previous information, etc.)
distantiation idea that media
products “keep a distance” from the
ideological systems within which
they were created. The term was used
in the past to refer, for example, to
classical musicians in Soviet russia
(Shostakovich, Prokofev, etc.) whose
compositions, though created in
Soviet russia, “kept their distance”
from Communist ideology.
distinctive feature aspect of lan-
guage or some other code that keeps
forms within the code discernibly
distinct. for example, the difference
between the s sound in sip and the
z sound in zip exists as the absence
or presence, respectively, of the
vibration of the vocal cords during
pronunciation. Such vibration is a
distinctive feature.
distribution system electronic sys-
tem that moves signals over a cable
television network from the headend,
where signals are received and pro-
cessed, to the geographical areas that
receive cable service
diurnals daily accounts of local news
printed in england in the 1600s.
diurnals are the forerunners of the
modern dailies.
diversifcation a company’s venture
into ownership of other related or
unrelated enterprises, thus “diversify-
ing” its business
DJ [see disc jockey]
docudrama dramatization of real-life
events (such as the sinking of the Ti-
tanic) through flm, radio, or television
docufction 1. any fctional narrative
using documentary techniques; 2.
work in which actual recorded events
are combined with recreations or
imaginary scenes
documentary nonfctional movie or
program dealing with events or issues
101
doo-woP
in a factual manner, including inter-
views, flm footage, and other types
of information
docusoap documentary that follows
the lives of real people at home,
work, play, and other locales, resem-
bling the style of a fctional soaP
oPera
Dog [see digitally originated
graphic]
dog-eat-dog marketing and advertis-
ing strategy of attacking the competi-
tion mercilessly through disparaging
ads and other promotional strategies
Dolby trademarked electronic circuit
that improves the quality of recorded
sound by reducing noise
dolly shot flmic tracking shot using
a moving platform (dolly) rather than
some other platform (for example, a
guiding rail)
domain name 1. on the world wide
web, a name that identifes the
owner of a site in some way (with a
sequence of words, phrases, ab-
breviations, symbols, etc.); 2. more
generally, the Internet address of a
computer or network (for example,
.edu, .org, etc.)
domestic comedy a television hybrid
of the sitcom in which characters
and settings are usually more impor-
tant than the complicated situations
that characterize sitcoms. The basic
structure of the text revolves around a
domestic problem that the characters
have to solve.
dominant culture culture that is
accepted as the norm, or the main-
stream, by most people living in a
specifc society
dominant discourse form of dis-
course that is given the highest
social authority or precedence over
other discourses. for example, in a
religious society, the discourse of
clerics and theologians is dominant,
whereas in secular societies it
is not.
dominant ideology system of beliefs
and values that a culture accepts as
the norm
dominant reading one of three
supposed readings or interpretations
that can be gleaned from a media text
(the other two being subordinate
and radical) whereby the audience
accepts the meanings, values, and
viewpoints built into the text by its
makers
doorstepping practice of journalists
to pressure an individual who is an
unwilling source of information by
standing outside the person’s resi-
dence or place of work, or by asking
questions as the person walks by
doo-wop style of singing and
songwriting, starting in the 1950s,
characterized by catchy melodies,
simple rhythms, beautiful vocal har-
monies, and often featuring a choral
102
doT-CoM
accompaniment with the expression
“doo-wop” (hence the name of the
genre)
dot-com any company that conducts
its business primarily through the In-
ternet. The term refers to the fact that
the Internet address of such compa-
nies ends in “.com.”
dot-com crash the burst of the “dot-
com bubble” (the increase in dot-com
businesses that gained rapid success
in the late 1990s) in which many dot-
com businesses went bankrupt in the
early 2000s
dot-comer person who owns or
works for a dot-com enterprise
double substitute who resembles an
actor and who stands in for him or
her, especially in scenes that are dan-
gerous or that require some special
skill
double exposure exposure of two
images on the same piece of flm,
making it seem that they have been
shot at the same time
double feature [also called twin bill]
two flms shown on the same bill (for
a single price of admission)
double opt-in method by which us-
ers who want to receive information
from a web site can register them-
selves as subscribers
double-spotting technique of run-
ning a commercial twice in a row
downlinking transmission of data
from a satellite downward to receiv-
ers within its range (called a foot-
print)
downloading transferring data from
the Internet to a computer, or from
one computer to another
downtime period of time in which
a communication network is inop-
erative, because of maintenance or
mechanical breakdown
drabble short fctional work, usually
around 100 words in length
drama [also called theater] 1. play
(usually serious in tone) written to
be performed on a stage or platform
with appropriate props; 2. by exten-
sion, any play in any media (e.g.,
radio, television). It is not known
how or when drama began, but nearly
every culture has had some form of it.
Some archaeologists claim that it may
have developed from religious ritu-
als and ceremonies in which people
impersonated gods or animals. others
suggest that drama may have origi-
nated in rituals of praise performed
for a dead hero, when the deeds of the
hero’s life were acted out. eventually,
the stories of the lives were per-
formed apart from the rituals, leading
to the birth of drama. A third theory
claims that drama evolved from
mythic storytelling, which developed
into dramatic retellings of events.
There are four main forms of west-
ern drama. first, the tragedy, which
revolves around some tragic event or
103
drIVe-TIMe AUdIeNCeS
life story, usually of a hero who dies
at the end because of a faw in his or
her character or on account of a devi-
ous act perpetrated by an evil per-
sonage. Second, the serious drama,
which emerged in the 1800s and
which shares many of the features of
tragedy, but in which the hero is more
ordinary than the traditional tragic
hero and which does not necessarily
have to end in his or her death. Third,
the melodrama, which revolves
around the actions of a villain who
threatens the “good characters” in the
play, and which usually has a happy
ending. fourth, the comedy, which
aims to evoke laughter, but which can
raise serious questions.
drama documentary [also called
docudrama] television or radio pro-
gram that dramatizes real events, fc-
tionalizing them somewhat for effect
drama series television or radio
drama broadcast in episodes
dramatic irony stage technique of
telling an audience about an incon-
gruity on the stage, of which the
characters in the play or movie are
unaware
dramatis personae list of the names
of the characters in a play or story
(Latin for the “characters of the
drama”), often printed at the begin-
ning or end
dramatist someone who writes dra-
mas for the stage, radio, television, or
some other medium
dramatization adaptation of a work
of fction, or the presentation of a
real-life event, in dramatic form (for
the stage, radio, etc.)
dramaturgy art of drama, referring
to both the actual dramas and how
they are staged and the analysis of
drama in all its dimensions (from the
script to the performance)
dramedy [blend of drama and
comedy] television program that
blurs serious and comic themes
dress program television program
in which a real person (rather than
an actor) is transformed socially by
dress experts who change his or ap-
pearance by suggesting what clothes
to wear, what cosmetics are appropri-
ate, etc.
dress rehearsal fnal rehearsal of a
play or musical performance, usually
in costume
drip campaign low-profle ad
campaign for a product, intended to
maintain brand awareness in a subtle
way, rather than through an intensive
campaign
driver brand product brand that
infuences (that is, “drives”) a
purchase decision (e.g., Classic
Coca-Cola versus a sub-brand of
soft drink manufactured by the
same company)
drive-time audiences radio audienc-
es who listen to the radio in their cars
104
droPPed CALL
in the morning on their way to work
or school (usually 6 a.m.–9 a.m.)
and in the late afternoon on their way
home (usually 4 P.m.–7 P.m.)
dropped call a call on a mobile
phone that is terminated because of
loss of signal
DrTV [see direct response
television]
dry run rehearsal that does not use
any recording equipment
DsL [see digital service line]
DTV [see digital television]
dualism philosophical view that the
mind and body are separate entities,
and that human beings have a dual
nature—the corporeal and the psychic
dubbing 1. adding music, voices, or
sound effects to a flm, a broadcast,
or a recording by making a new
sound track; 2. recording a sound
track in a different language
dumbing-down making popular
media texts (such as news reports)
less intellectually challenging so that
a larger audience can be gained
dummy layout of a newspaper page,
showing where advertising materials
are to be placed
duopoly single ownership of a media
outlet by two organizations (as op-
posed to monopoly, in which several
media outlets are owned by the same
organization). duopoly was sanc-
tioned by the fCC in 1992.
Durkheim, Émile (1858–1917)
french sociologist who saw simi-
larities among the world’s myths
as evidence for a “collective con-
sciousness” in the human spe-
cies. durkheim saw the spread
of materialism as a destructive
spiritual force in modern-day societ-
ies, leading to alienation and other
psychic disorders. one of his most
infuential books is De la division du
travail social (1893; The Division of
Labor).
DVD [see digital versatile/video
disc]
DVr [see digital video
recorder]
dystopia [opposite of utopia]
1. place or condition that is bad or
imperfect; 2. literary genre in which
everything is fawed, condemning
modern forms of social life. The
classic example of dystopian litera-
ture is Brave New World (1932) by
Aldous Huxley. The novel refects
Huxley’s concern over the impact
of science and technology on
society.
105
LAST ITeM
ear box in the top corner of
the front page of a news-
paper, used for advertising
or weather information
early window theory no-
tion that media provide children with
a “window on the world” before they
have developed the critical ability to
judge what they are exposed to, thus
infuencing their worldview as they
grow up
earned rate discounted rate for print
advertising space, reserved for fre-
quent advertisers
easy listening style of popular music
with simple melodies, lyrics, and
harmonies, aimed mainly at adult
audiences
eBay one of the largest online com-
merce companies
e-book [see electronic book]
e-business [see electronic business]
echelon global computer surveil-
lance system that has the capacity to
intercept communications
echo plate device used in broadcast-
ing or recording that creates rever-
berations or echo effects
eco, umberto (1932–) Italian semi-
otician and novelist who claims that,
while the interpretation of a text may
indeed be infuenced by tradition and
reader whims, there is nevertheless
a meaning in the text that
transcends these factors and
cannot be simply discarded
(as deconstructionsists
claim). Perhaps his most
infuential works in the area
of text interpretation are The Role of
the Reader (1979) and The Limits of
Interpretation (1990).
e-commerce [see electronic
commerce]
economic determinism view of
some social theorists that economic
conditions, structures, or systems de-
termine social and cultural conditions
economies of scale 1. view that the
relative cost of some media ventures
tend to decline as the size of the
ventures grow; 2. more generally,
the savings that can be gained
by producing larger quantities of
something
e-consulting [see electronic
consulting]
écriture in semiotic theory, writing
as a critical tool or as a means of
challenging certain values, norms,
social practices, ideologies, or views
(originally proposed by Jacques
derrida)
e-democracy [see electronic
democracy]
edison, Thomas alva (1847–1931)
American inventor of the phonograph
(early record player), and contributor
E
106
edITING
to the development of the telegraph,
telephone, and motion pictures
editing altering texts of any kind to
make them clearer, more appropriate,
or more effective
editing decision list in flm parlance,
list of all the shots, audio tracks, and
images available for editing
editing system computer system
(such as software) that allows users
to create, modify, add, and/or delete
any type of information found on a
web site or fle
edition 1. copies of a publication
that have been printed on a specifc
date; 2. particular version of a regular
broadcast
editor 1. person in charge of editing
any text; 2. person in charge of the
direction and content of a newspaper
or magazine
editorial 1. article or column in a
newspaper or magazine written by
the editor or under his or her direc-
tion, giving opinions about a subject
or event; 2. broadcast expressing the
opinion of the announcer, program,
station, or network
editorial policy the stance or
position taken by a media outlet
on a specifc issue or set of
issues
eDTV [see extended-defnition
television]
educational advertising advertis-
ing designed to simulate education,
informing (“educating”) consumers
about a product, especially if it has re-
cently been introduced into the market
edutainment [blend of education and
entertainment] any media product or
text that both educates and entertains
effective frequency exposure to an
advertisement that brings about con-
sumer awareness with little expendi-
ture of time, money, and effort
effective reach percentage of an
audience that has had an effective
exposure to an ad or commercial
effects coordinator member of a
flm or television production crew
responsible for planning and direct-
ing special effects
effects models in media studies,
models that explain any effects
(psychological, social, cultural) that
media may have on people, societ-
ies, and cultures, such as hyPoder-
mic needle theory, moral Panic
theory, and uses and gratifica-
tions theory
effgy dummy made to represent
a hated person or group, used to
critique, affront, or insult the person
or group
e-fraud [see electronic fraud]
ego in psychoanalysis, the part of
the psyche containing consciousness
107
eLeCTroNIC froNTIer foUNdATIoN
and personal memories. The ego is
one of the three basic constituents
of human character, the others being
the id and the suPerego. In classical
psychoanalytic theory, the ego is said
to resolve conficts among a person’s
instinctive impulses, his or her sense
of guilt, and the demands of social
reality. In popular usage, the word
has come to mean selfshness, losing
its psychoanalytic sense.
eighty-twenty rule in marketing,
rule-of-thumb which assumes that 80
percent of the products marketed will
be consumed by 20 percent of the
customers
e-journalism [see electronic
journalism]
elaborated codes [in contrast to
restricted codes] discourse patterns
that are thought to be characteristic
of the middle classes and educated
individuals, involving the use of a
large vocabulary, full grammar, and
other formal speech devices
e-learning [see electronic learning]
electronic book [abbreviated as
e-book] digital book having the
appearance of a traditional paper
book but with its content stored
digitally. e-books can be updated
from a bookstore or a web site that
sells them.
electronic bookmark function on an
Internet browser that allows a user to
return to a web page easily
electronic bulletin board systems
computerized systems, e-mail or
web-based, that allow users to post
and share messages, computer pro-
grams, and other digital information
electronic business [abbreviated as
e-business] 1. Internet company;
2. practice of conducting business
through the Internet
electronic cartoon [abbreviated as
e-toon] a humorous drawing that is
produced online
electronic church use of electronic
media to broadcast religious subject
matter
electronic commerce [abbreviated as
e-commerce] business transactions
carried out over the Internet
electronic consulting [abbreviated
as e-consulting] consulting services
on such matters as web page design,
offered to companies that do business
on the Internet
electronic democracy [abbreviated
as e-democracy] use of the Internet
to distribute information freely on
matters of a political, social, and/or
ideological nature
electronic fraud [abbreviated as
e-fraud] criminal fraud that takes
place on the Internet
electronic frontier foundation
nonproft agency that supports the
protection of individual civil liberties
108
eLeCTroNIC GAMe
in the world of advanced communica-
tions technology
electronic game [see computer game]
electronic journalism [abbreviated
as e-journalism] publication of news
that occurs on the Internet or in some
other electronic broadcast medium
electronic learning [abbreviated
as e-learning] learning involving
the utilization of electronic technol-
ogy, such as computer networks and
Internet-based coursework
electronic magazine [abbreviated
as e-zine] magazine that is accessed
online
electronic mail [abbreviated as
e-mail] mail sent from one computer
to another. To send and receive e-mail
messages, an individual must have
an e-mail address, which serves the
same function that a street address
does for traditional mail delivery,
now called “snail mail.” Such ad-
dresses are obtained from commer-
cial businesses known as Internet
service providers (ISPs) or online
services. These also supply the com-
puter software needed to compose,
send, receive, and read e-mail.
electronic media media such as
radio and television (in contrast to
Print media)
electronic money [abbreviated as
e-money] currency in digital form
that can be transmitted through com-
puter networks and systems such as
the world wide web
electronic music [also called elec-
tronica or techno] style of music that
became popular in the 1980s, using
equipment such as synthesizers and
computers to produce its characteris-
tic “electronic sound”
electronic news gathering record-
ing of news events using small video
cameras and a minimal crew
electronic news production system
software that allows newsroom pro-
duction on a desktop computer
electronic numerical integra-
tor and Computer [abbreviated as
eniaC] world’s frst all-electronic
general-purpose computer; designed
and built in 1946 by American
engineers J ohn w. Mauchly and J .
Presper eckert, J r., at the University
of Pennsylvania. eNIAC was 1800
square feet in size, weighed 30 tons,
contained 17,468 vacuum tubes, and
had 6,000 manual switches.
electronic program guide on-screen
television guide providing informa-
tion about programs and channels
electronic publishing [abbreviated
as e-publishing] publication and dis-
tribution of books online or in some
electronic format (such as Cd-roM)
electronic shopping [abbreviated
as e-shopping] buying products and
services online
109
eMerGeNT CULTUre
electronic smog electronic felds
produced in the atmosphere because
of overfow radiation from radar,
broadcasting transmissions, electrical
appliances, or mobile phones; consid-
ered by some to constitute a serious
health risk
electronic town hall use of elec-
tronic media (television, Internet) for
political purposes on the part of both
politicians and the public
electronica [see electronic music]
electrotactile illusion semblance of
touch produced by virtual reality
technology
elegy poem or song lamenting a
deceased person. The elegy became
popular in the ancient world through
the writings of Callimachus (third
century b.c.e.) and Catullus (frst
century b.c.e.). Among the best-
known english-language elegies are
Lycidas (1638) by J ohn Milton and
Elegy Written in a Country Church-
yard (1751) by Thomas Gray.
ellipsis 1. omission of a word or
words necessary for making a
complete grammatical construc-
tion, because the construction can
be understood in the context in
which it occurs: for example, Sarah
is as smart as her brother instead
of Sarah is as smart as her brother
is smart; 2. series of dots used in
writing or printing to indicate an
omission: The colors are red, blue,
orange . . . and yellow
ellul’s theory of technique
[after philosopher J acques
elull] idea that technological
advances make communication
and social interaction increasingly
effcient
e-mail [see electronic mail]
e-mail campaign advertising cam-
paign that uses e-mails to deliver
pitches for a product, service, or
political purpose
embedded journalism news cover-
age in which correspondents actually
take part in some aspect of a war
(such as accompanying a specifc
battalion) in order to report on it “as
it happens”
emblem visual symbol designed to
ennoble something or someone or
to represent it as distinctive in some
way: for example, the emblem used
by the Girl Scouts
emergent attribute beneft, quality,
concept, or experience that is associ-
ated with a brand: for example, the
“friendliness” of Google
emergent culture 1. idea that
radical cultural forms tend to emerge
spontaneously from the general
population to challenge the status
quo; 2. notion developed by British
social critic raymond Williams
that at any point in its history, a
new form of culture emerges to
prominence
110
eMMY AwArd
emmy award honor conferred an-
nually by the American Academy
of Television Arts and Sciences for
outstanding achievement in televi-
sion. emmys are given to perform-
ers, directors, writers, art directors,
costume designers, editors, sound
mixers, and performers. The frst
emmys were awarded in 1949. web
site: www.emmys.org
e-money [see electronic money]
emoticon string of keyboard char-
acters that, when viewed sideways
(or in some other orientation), can
be seen to suggest a face expressing
a particular emotion. An emoticon is
often used in an e-mail message or
newsgroup posting as a comment on
the text that accompanies it. Common
emoticons include the smiley :-) or :)
and the winkey ;-) and the yawn :-o,
among others.
emotional appeal advertising
technique designed to appeal to the
emotions rather than to the rational
intellect of the consumer
emotive function as defned by
roman Jakobson, the role played
by the addresser’s (sender’s) emo-
tions in the construction and delivery
of messages in communication
empathy feeling of identifcation
with the experience or emotions of
another person
empirical data data that comes from
actual observations
empiricism view in philosophy and
psychology that we learn through
experience and thus that we are born
with an “empty slate” (tabula rasa),
as opposed to innatism, which asserts
that we are born with all knowledge
structures already intact and that the
environment simply triggers them
empowerment process (political,
social) that gives people the ability to
make their own choices and control
their lives
encoder person, group, or institution
that creates a message on the basis of
a specifc code or codes
encoding [opposite of decoding]
process of making or saying some-
thing with the resources of a spe-
cifc code. The quantity ‘“four”
can represented with the digit “4”
or “100”—the former is encoded
from the decimal code and the latter
from the binary code of numbers.
Analogously, a media text, such as a
sitcom, is put together with a spe-
cifc social code (father as head of
the family, mother as wise leader of
the family, etc.), which shapes how
it is perceived, which audiences it is
meant to attract, and so on.
encryption electronic masking of
information on the web that can be
deciphered only by a recipient who
has the unmasking code, known as
the decryption key
enculturation process whereby
someone acquires the values, beliefs,
111
eNLArGeMeNT
and worldview of the culture in
which he or she is reared or to which
he or she is exposed
encyclopedia reference work (paper,
electronic) giving information on
all or specifc types of knowledge.
In ancient times, scholars presented
information in any order they chose,
and they had few ways to check its
accuracy. They also scattered these in
various forms (in scrolls, on papyri,
etc.). The word encyclopedia did
not come into common use until the
1700s, when the modern concept of
this work surfaced as a result of the
ideas of enlightenment scholars who
started listing items of knowledge in
alphabetical order and according to
feld (science, music, art, language,
etc.). The frst popular encyclopedia
of this kind was constructed by denis
diderot as a 28-volume work titled
Encyclopédie ou dictionnaire raisonée
des sciences, des arts et des métiers
(1751–1772)—Encyclopedia of Sci-
ences, Arts, and Trades—that set the
standard for all subsequent encyclo-
pedias. Until the mid-1980s, most
encyclopedias were only available
in book form. The frst compact disc
encyclopedia was produced by Grolier
in 1985. Compton’s Multimedia En-
cyclopedia was released in this format
in 1989, integrating various media
(sound, pictures, etc.) and text in what
came to be called a Cd-roM. There
are now online encyclopedias, the
most widely used being WikiPedia
(web site: www.wikipedia.org). Since
these can be updated, many predict the
end of the paper encyclopedia.
endnote reference that appears at the
end of a chapter or book, rather than
at the bottom of a page
endorsement public support given to
a product for advertising purposes
engraving art of carving images on a
hard surface
enhanced television services op-
tional or additional services, such
as subtitles and closed captioning,
provided by some channels or cable
companies
eniaC [see electronic numerical
integrator and Computer]
enigma baffing puzzle or riddle.
The riddle of the Sphinx, solved
by oedipus, is probably the frst
enigma ever composed: What is it
that walks on four at sunrise, on two
at noon, and on three at dusk? The
answer is human beings who crawl
(on all fours) at birth (the sunrise
of life), stand up as they grow (the
noon hour of life), and need a cane
to make it through old age (the dusk
of life).
enigma code one of the fve codes
used in the construction of media
texts, based on secrets and how they
work emotionally and intellectually
in texts. The other codes are called
action, referential, semantic,
and symbolic.
enlargement copy of a photographic
image that is larger than the original
112
eNLIGHTeNMeNT
enlightenment [also called the
age of reason] eighteenth-century
philosophical movement that em-
phasized reason and science (rather
than faith and religion). The enlight-
enment lasted until the late 1700s;
its leaders included several french
philosophers—the Marquis de Con-
dorcet, denis diderot, J ean-J acques
rousseau, and Voltaire—and the
english philosopher J ohn Locke.
Philosophers of the enlightenment
started the tradition of organizing
knowledge in encycloPedias and of
creating institutes for the preserva-
tion of knowledge and the conduct of
scientifc inquiry and debate.
énoncé in cultural theory, the way in
which a content of a text is presented
since, as its french name implies, the
text has to be enunciated or expressed
in a specifc way
entailment 1. process of coming to a
logical conclusion on the basis of the
given premises or facts; 2. in lin-
guistics, any sentence that is inferred
from another: for example, Bill is a
bachelor entails Bill is not married.
enterprise fction literary genre of
fctional works, written primarily by
women, revolving around the theme
of female triumph (enterprise) in a
male-dominated world through hard
work and determination
entertainment mode of contact with
an audience that aims to provide
an experience that is pleasurable.
entertainment is characterized by a
constant search for novelty and the
avoidance of offending or alienat-
ing important audience segments. In
Marxist theory, entertainment is seen
as part of capitalist ideology, since
it is claimed that entertainment is
used to justify discursive and social
practices, especially discriminatory
ones, such as sexism.
entertainment reporter journalist
or broadcast announcer who reports
on entertainment news, especially
concerning celebrities
entertainment television television
channel that deals with entertainment
news, issues, announcements, celebrities
enthusiast in advertising jargon, any
individual who loves ads and com-
mercials for their own sake
entropy measure of information
and of the effciency of information
systems based on probability factors.
when an alarm system is “off” it has
virtually no entropy, whereas when
it is “on” it has maximum entropy.
The term is also used to indicate the
amount of “disorder” that exists in a
system, as measured by randomness
factors present in it.
epic lengthy narrative poem or song
telling about the deeds of heroes and
the gods. Some epics recount how a
culture or people began. The earliest
epics were probably sung and had
no established text, just the outline
of a well-known tale. In western
culture, the epic began with the Iliad
113
e-PUBLISHING
and the Odyssey by Homer, who may
have lived during the eighth or ninth
century b.c.e. Both form a cycle
based on the partly historical and
partly mythical Trojan war. Homer
was followed in roman culture by
the poet Virgil. epics start in medias
res (in the middle of things), that is,
after a signifcant portion of the action
has already taken place and with an
“invocation” in which the poet asks
a Muse for divine inspiration. epic
poetry declined during the 1700s with
the rise of prose fction. Its appeal
was revived in the romantic period
by english poet william wordsworth
with his epic poem The Prelude
(1805, published 1850) and by Ameri-
can poet walt whitman with his Song
of Myself (1855); and in the twentieth
century by British poet T.S. eliot with
his Four Quartets (1943). The popular
series of Star Wars movies (starting
1977) have epic structure, starting in
medias res and having the same type
of thematic content of ancient epics,
especially the Homeric epics.
epigram short, usually witty poem or
saying. In ancient Greece, epigrams
were inscribed often on statues,
build ings, coins, and the like. Popular
sayings are really epigrams: When it
rains it pours; The only way to get rid
of a temptation is to yield to it (oscar
wilde).
epilogue 1. short section added to
the end of a work, providing further
information, insight, etc.; 2. speech
given by an actor to address an audi-
ence directly at the end of a play
episode 1. part of a serial (novel,
movie, television, etc.) that is

published or broadcast separately;
2. incident in a plot that has signif-
cance for the overall story
epistemic as defned by michel
foucault, the ways of thinking and
knowing that are characteristic of a
specifc intellectual era: for example,
“medieval thought,” “enlightenment
philosophy.” for foucault, an episteme
is a form of knowledge grounded in
discourse derived from a specifc era
and mode of thought. for instance, the
gender of an individual (the role he or
she is expected to play according to his
or her biological sex) is an episteme
that can only be interpreted in specifc
discourse and cultural terms, not to
mention historical traditions.
epistemology in western philosophy,
the study of knowledge in all its di-
mensions, from what it is to how it is
acquired and encoded by language. It
also includes the study of the relation
between knowledge, belief systems,
truth, and reality.
epithet descriptive word or phrase
(usually with satirical or critical intent)
used in place of the actual name of
someone, highlighting an attribute or
feature of his or her personality: for
example, egghead for “a smart person”
eponym person for whom a place or
thing is named
e-publishing [see electronic
publishing]
114
eQUAL TIMe
equal time federal Communications
Commission requirement that when
a political candidate is allowed to
broadcast a message by commercial
media, opposing candidates must be
offered equal time
equilibrium in a narrative, the state
of stability present at the start and
the state to which it returns after the
resolution of tensions. A narrative
starts off typically with a situation in
which things are as they are (hence
in equilibrium). Then something
happens to upset the equilibrium
(a crisis, a challenge). This state of
imbalance is eventually resolved and
the initial stable state is put back,
regained, or re-evoked in some way.
escapism use of media (such as
going to the movies) to escape from
daily routine or pressing personal
problems
escapist genre any text (novel,
television program, flm, piece of
music) that provides pure entertain-
ment, rather than engagement, allow-
ing people to “escape from reality”
temporarily
e-shopping [see electronic
shopping]
essentialism view that a text always
contains an “essence” that defnes it
as an exemplar of a genre
esthetics [see aesthetics]
e-system [see electronic system]
etching the art of engraving a fgure,
symbol, or word on a hard surface
ethics rules or principles of behavior
that are purported to guide actions
ethnocentrism tendency of seeing
things in terms of the values, beliefs,
and worldview associated with one’s
ethnic heritage
ethnographic research [also called
participant observation] anthropo-
logical method of describing peoples
or groups by becoming involved with
them in some way (such as living
among them for a period of time).
The term also refers to a written,
photographic, or flmed report that
provides such a description.
e-toon [see electronic cartoon]
euphemism word or phrase used in
place of another because it is consid-
ered less offensive or discordant: for
example, pass away for die; vomit for
throw up
euro english an offcial language of
the european Union
eurocentricism tendency of
europeans, or those of european
heritage, to evaluate things in
terms of their european cultural
heritage
evaluation research advertising
method of analyzing how well an
ad campaign has met its original
aims
115
exPreSSIoN
event television television program-
ming that involves reporting an event
live, such as a baseball game or a
concert
evergreens in television syndication,
popular and enduring network reruns
such as I Love Lucy and Seinfeld
exclamation abruptly uttered word or
phrase expressing a strong emotion,
such as fright, grief, imploration,
hatred, and so on; for example, Yikes!
Help!
exclusive story that has only been
covered in one media outlet in ad-
vance of other outlets
exegesis critical explanation or analy-
sis of a text
existentialism twentieth-century
movement in philosophy, writing, and
the arts which denied that life has any
intrinsic meaning or purpose and thus
that individuals must assume responsi-
bility for their actions. existentialism
crystallized from the ideas of danish
philosopher and theologian Søren
Kierkegaard and German philosopher
friedrich Nietzsche. existentialist
writers emphasize the isolation that an
individual experiences in a cold and
barren universe. The most prominent
existentialists include writers Albert
Camus, Jean-Paul Sartre, and Gabriel
Marcel; and philosophers Karl Jaspers
and Martin Heidegger.
exnomination view claiming that
widely held values are rarely chal-
lenged because they are not articulat-
ed as such. The term was introduced
by roland barthes to explain why
the dominance of those in power
goes unexamined—because it is
not named as such (exnominated).
This ensures that people will see the
values of dominant groups not as tied
to any special interests, but rather as
implicit human values. The term has
been used, by extension, to explain
why stereotyping persists in the
media.
exogenous stations clandestine
broadcasting operations situated
outside the regions to which they
transmit programs
experiential advertising advertising
method based on getting the consum-
er to experience the product directly
(for example, by trying it)
experimental group group that is
being experimented upon (as opposed
to the control group, which is not) in
order to see if it reacts, behaves, or
does something differently
experimental research research
using actual subjects to discover
if a media text or an advertising
campaign produces observable (and
sometimes measurable) results
exposé newspaper report, television
documentary, or web site designed to
reveal a scandal, crime, etc.
expression 1. look on someone’s face
that communicates some thought or
116
expressionism
emotion; 2. word or phrase com-
municating a specifc concept: in the
mood, night and day, etc.; 3. interpre-
tation of a musical text that draws out
its emotional qualities
expressionism early twentieth-
century art movement emphasizing
the inner experiences of humans
(such as fear, love, etc.). edvard
munch’s expressionist painting The
Scream, for example, conveys a feel-
ing of anguish and inner torment in a
very dramatic way.
extended-defnition television [ab-
breviated as EDTV] enhanced televi-
sion transmission system that offers a
very high defnition and wider aspect
ratio
external search method of fnding
information from external sources or
from the World Wide Web
external service in international
broadcasting, service used by a coun-
try to counter enemy propaganda and
spread information about itself
extra actor employed temporarily in
a minor role in a flm production
extramercial in cyberadvertising
(advertising online), an ad that slides
down a Web page
eye candy nonessential features on a
Web page
eye tracking 1. advertising research
method whereby the eye movement
of subjects is recorded in order to
determine which parts of the brain
are activated while viewing an ad or
commercial; 2. technique of follow-
ing the eye movements of internet
users in order to determine what they
look at and for how long, so that Web
page designers can improve the ef-
fectiveness of their sites
eyeballs internet users who visit a
particular Web site frequently
eyewitness account report of an
event by someone who was there to
observe it
e-zine [see electronic magazine]
The Scream (1893) by Edvard Munch
117
LAST ITeM
fable story designed to
impart a moral lesson or a
verity about human life; the
characters are often animals
or mythical creatures who
are given human traits, and
the moral is often stated explicitly at
the end. The animal stories of Aesop
(sixth century b.c.e.) are among the
best-known and oldest fables in histo-
ry. Another collection of beast fables
is the Sanskrit Panchatantra (ca. third
century c.e.). A popular collection of
fables, entitled Le roman de Renart,
emerged in france between the late
twelfth and fourteenth centuries. The
fables of J ean de la fontaine, pub-
lished between 1668 and 1694, be-
came internationally renowned. other
fabulists include the nineteenth-
century danish writer Hans Christian
Andersen and the twentieth-century
Italian novelist Italo Calvino.
fabliau generally satirical, often
bawdy tale composed and recited
by wandering minstrels; the genre
emerged in france in the twelfth
century and was popular through the
mid-fourteenth century. Around 150
fabliaux have survived. The form was
emulated by medieval writers, includ-
ing Geoffrey Chaucer, whose Canter-
bury Tales contains six fabliaux. The
fabliau is considered a precursor to
the modern short story.
fabula in narrative theory, any story
with fable-like qualities and structure
facebook online social networking
site, founded in 2004, where personal
profles can be posted. It
was originally developed
for university students,
faculty, and staff, but has
since expanded to include
anyone. web site: www.
facebook.com
facial expression appearance as-
sumed by the face, unconsciously or
wittingly, to communicate something
(usually an emotional state). facial
expressions include winking, smil-
ing, grimacing, and the like. In 1963
psychologist Paul ekman established
the Human Interaction Laboratory
in the department of Psychiatry at
the University of California at San
francisco for the purpose of studying
facial expressions. ekman and his
research team have established some
facial expressions as universal signs
of particular emotions.
facsimile [see fax]
fact sheet 1. information sheet or
booklet that provides details about
a subject covered by a broadcast or
news story; 2. sheet containing data
about a product, used by advertisers
to help them create ads and cam-
paigns
factory studios the frst flm produc-
tion studios
fad a craze or fashion trend that is
taken up with great enthusiasm for a
brief period of time: for example, the
hula hoop fad, the sudoku fad, and
so on
F
118
fAdeAwAY
fadeaway flming technique of
gradually decreasing light or sound
until it disappears completely
fade-in technique of gradually intro-
ducing images or sounds until they
become visible or audible
fade-out 1. technique of gradually
removing images or sounds until they
become invisible or inaudible; 2.
gradual loss of a broadcast signal
fair use legal principle stating that
under certain limited conditions (e.g.,
for educational purposes) individuals
may make copies of copyrighted ma-
terial without seeking the permission
of the copyright holder
fairness Doctrine U.S. broad-
casting regulation (abolished in
1987) that required broadcasters to
cover issues of public importance
fairly and to provide equal air time
to representatives of opposing
viewpoints
fairy tale story revolving around
fairies or other imaginary supernatu-
ral beings who become involved in
human affairs using magic. Tales
of Mother Goose (1697) by french
writer Charles Perrault and Fairy
Tales (2 volumes, 1812–1815) by the
Grimm brothers, J acob and wilhelm
Karl, are among the best-known fairy
tales in western literature.
false claim untrue or exaggerated
claim made in the advertising of a
product or service
false consciousness in Marxist
theory, the claim that common people
develop a false sense of their social
identity, which helps maintain the
status quo and is thus of great advan-
tage to the ruling class, which wants
to avoid change in social structure.
essentially, false consciousness oc-
curs when people are conditioned
not to see any need to take political
action in their own best interests.
family movies movies designed for
viewing by families together; the
story line often revolves around rela-
tions between children and parents
family viewing television program-
ming that is deemed suitable for
children
famous-person testimonial in adver-
tising, the endorsement of a product
by a well-known person (a movie
star, an athlete, etc.)
fan (derived from “fanatic”) a person
with a strong liking for or interest in
a performer, program, event, or sport
Still from Snow White and the Seven
Dwarfs (1937)
119
fAST MoTIoN
fan fction fctional story written by
the fan of a celebrity, in which the ce-
lebrity is the main character (posted
typically on web sites)
fantasy literary genre that features
imaginary or magical worlds, charac-
ters, and events, usually intended for
children. The most famous fantasy
in children’s literature is, arguably,
Lewis Carroll’s Alice’s Adventures in
Wonderland (1865), revolving around
the adventures of a girl named Alice,
who reaches a magic land after she
follows a white rabbit down a hole in
the ground. Perhaps the most popu-
lar fantasy novel by an American
author is L. frank Baum’s Wonderful
Wizard of Oz (1900), which follows
the adventures of a girl who has been
carried by a cyclone from Kansas to a
magic land. e.B. white’s Charlotte’s
Web (1952), about friendship among
animals on a farm, is another classic
example of a fantasy story.
fanzine magazine produced by fans
for other fans of a celebrity or a
hobby (such as a particular video
game). The early fanzines were
created around punk bands in the
mid-1970s and then spread to other
domains of popular culture, such as
sports (teams, for example, published
fanzines). Today, Internet discussion
sites and blogs have taken on the
functions of fanzines, rendering them
virtually obsolete.
faQ [full form: frequently asked
questions] section on web sites that
provides answers to questions that
visitors often have about the site or
the information it contains
farce comedy genre intended to
evoke laughter through caricature by
placing characters in improbable or
ludicrous situations. In the medieval
period, farces were often based on
folk tales. Today, farce, slapstick, and
buffoonery are used interchangeably
to designate any comedy involving
pranks (e.g., throwing a pie in some-
one’s face, pushing unsuspecting
people into swimming pools, etc.).
farnsworth, Philo T. (1906–1971)
American pioneer in television
technology, who built an electronic
television camera tube known as an
image dissector in 1927; it produced
an electronic signal that corresponded
to the brightness of the objects being
televised
fashion shoot session for photo-
graphing models wearing clothing
fashions, usually for publication in a
magazine
fashion show exhibition of clothing
in the latest styles, worn and displayed
by models on a runway, usually ac-
companied by music. Many media
critics now identify fashion shows as a
specifc genre of variety show.
fast-forward function on a tape
recorder that causes the tape to wind
forward rapidly
fast motion flm action that ap-
pears faster than is naturally possible
120
fASTTrACK
because it was shot at a slower speed
than the speed at which it is projected
fastTrack network application that
permits users to interconnect, search
fle directories, and share music,
video, and other fles
fax [abbreviation of facsimile] de-
vice allowing the electronic transmis-
sion of printed or pictorial documents
across telephone lines or through
wireless technology from one loca-
tion to another
fCC [see federal Communications
Commission]
fear appeal advertising message that
makes the audience anxious or fear-
ful, emphasizing ways in which the
product can help people overcome
their anxiety or fear
feature 1. longer, more probing article
or story in a print medium (newspaper
or magazine) covering human inter-
est topics as opposed to hard news; 2.
item for a radio or television program,
usually consisting of interviews
feature flm main flm shown at a
motion picture theater (or on televi-
sion), usually the longest of two or
more flms shown in one program
feature syndicates clearinghouses
(such as United features and King
features) that provide the work
of journalists, feature writers, and
cartoonists to newspapers and other
media outlets
federal Communications act of
1934 U.S. legislative act that estab-
lished the federal Communications
Commission
federal Communications Commis-
sion [abbreviated as fCC] federal
agency, founded in 1934, responsible
for regulating broadcast and elec-
tronic communications in the United
States. web site: www.fcc.gov
federal Trade Commission [abbre-
viated as fTC] federal agency, estab-
lished in 1914, that is responsible for
regulating national advertising and
for ensuring consumer protection.
web site: www.ftc.gov
feedback 1. response pattern to a
given communication; 2. information
that is fed directly back to the sender
in a communication system, enabling
the system to adjust its operation as
needed; in linguistic communication,
the process by which people adjust
their messages as they are delivering
them, in response to the reactions
( facial expressions, bodily move-
ments) of their interlocutors.
feeder cables television cables that
run from trunk cables to individual
neighborhoods
feeding sending a program or signal
from one station to other stations
fellinesque a flm or media text that
blends reality and fantasy, remi-
niscent of the methods of federico
fellini, the renowned Italian motion
121
feMINIST THeorY
picture director. fellini often de-
veloped the script as the flm was
being made. Many of his flms rely
heavily on the use of symbolism and
imagery, creating obscure dreamlike
sequences.
feminism movement advocating
equal rights and opportunities for
women. feminist beliefs have existed
throughout history, but feminism
did not become widespread in the
western world until the mid-1800s,
when women began to protest against
social and political injustices, such
as the barring of women from voting
in elections and serving on juries,
and from admission to most institu-
tions of higher education and most
professional careers. Many histori-
ans regard the feminist movement
as a turning point in the history of
modern societies. There have been
several waves of feminism, starting
in the 1960s, infuencing theories of
culture, gender, and the like. The frst
one, called strictly “feminism,” took
the general slant on sexual culture as
serving male-oriented interests and,
thus, catering to male voyeurism;
the second main wave, called “post-
feminism,” starting in the 1980s, took
the view that females have actually
always been in charge of the gaze
themselves, that is, that while the
voyeurs may be men, what they look
at is under the control of women.
feminist theory [also called femi-
nist criticism] important theory
emerging in the late 1960s devoted
to deconstructing gender biases in
media and society. early feminist
criticism viewed media representa-
tions of women as constructs that
were subservient to the male psyche,
arguing that these were degrad-
ing to women, as well as a source
of infuence in promoting violence
against women. Some of these cri-
tiques were well founded, given the
spread of images of women as either
“sexual cheerleaders” or “motherly
homemakers” in many media pro-
grams (such as TV sitcoms). How-
ever, already in the 1950s, there were
sitcoms such as The Honeymooners
and I Love Lucy that featured strong-
willed, independent females as
protagonists. Moreover, having inter-
preted the display of women’s bodies
in media and advertising as serving
male voyeurism, the early feminists
are now critiqued as having ignored
the fact that open sexuality played
a critical role in liberating women.
with the entrance of Madonna onto
the pop culture stage in the mid-
1980s, the tide in feminist theory
changed radically, leading to what
is now called postfeminism. Post-
feminists interpret the representation
of female sexuality in public places
and in media not as exploitation,
but rather as a transgressive form of
social discourse, even viewing strip-
teasing and pornography as crucial
players in the ongoing sexual revolu-
tion in women’s liberation. The post-
feminist perspective has thus come
forward to provide a vastly different
view of media representations of
womanhood than traditional feminist
and religious views.
122
feMMe fATALe
femme fatale female character in
movies and other media of great
seductive charm who leads men into
compromising or dangerous situ-
ations or who destroys those who
succumb to her charms
ferguson, marjorie (1929–1999)
feminist scholar whose work on the
representation of women in media is
widely respected. Among her most in-
fuential works are Forever Feminine:
Women’s Magazines and the Cult of
Femininity (1983) and Cultural Studies
in Question (with P. Golding, 1997).
fetish 1. object perceived as having
magical powers; 2. object or body
part that causes sexual arousal, often
becoming an object of fxation
feuilleton section of a european
newspaper containing fction, re-
views, and cultural articles
fber-optic cable cable that carries
signals rapidly over very thin glass
fbers for long-distance transmissions
fction any work whose content is
imaginary rather than purely factual.
The fabliaux, romances, and novellas
of the Middle Ages were the forerun-
ners of the novel, the frst true fction
genre.
feld of view extent of a scene that
can be captured by a camera
feldwork in marketing, research
method consisting of gathering infor-
mation by conducting surveys
fgure a representation of someone or
something (a diagram, picture, draw-
ing, etc.)
fgure of speech word, phrase, or
expression that has a nonliteral sense,
adding color, evaluation, or insight
to a text: He was born with a silver
spoon in his mouth =He was born
into a privileged situation
fle sharing activity of exchanging
information electronically, especially
through the Internet
file Transfer Protocol [abbreviated
as fTP] common way of transferring
fles across the Internet, usually with
a browser
flm 1. thin sheet or strip of devel-
oped photographic negatives or
transparencies; 2. sequence of images
projected onto a screen with suff-
cient rapidity as to create the illusion
of motion and continuity; 3. by ex-
tension, a work (narrative, documen-
tary, etc.) realized in this form [see
also cinema]
flm music music composed to ac-
company a flm
flm noir moody, pessimistic flm-
making style that was very popular
in the United States during the 1940s
and 1950s (in french, the term noir
means “black”). A typical flm noir
showed a world of corruption and
crime, with cynical characters trapped
in dismal situations that led invariably
to their destruction. The plot gener-
123
fISKe, J oHN
ally took place in large American
cities, generally at night and in dingy
surroundings. The movie’s gloomy
tone was accentuated by edgy music
and shadowy backgrounds. Some
famous examples of flm noir include
The Maltese Falcon (1941), Double
Indemnity (1944), and The Big Heat
(1953). Starting in the 1970s some
American directors attempted to
recapture the flm noir style with mov-
ies such as Chinatown (1974), Taxi
Driver (1976), The Grifters (1990),
and L.A. Confdential (1997).
flm theory area of flm studies that
deals with flm genres, rather than
any specifc analysis or critique of
flms. film theorists look at movies
as texts and how they deliver mean-
ings (aesthetic or otherwise).
flmography 1. writing about movies;
2. list of movies, usually of a given
director, actor, or a specifc genre
fltering software software that auto-
matically blocks access to web sites
containing offensive material
fnal cut fnal edited version of a flm
released publicly
financial interest and syndication
rules [abbreviated as fn-syn] fCC
rules outlining the amount of pro-
gram ownership that television
networks are allowed. rescinded in
the mid-1990s, the rules were in-
tended to prohibit the major networks
from running their own syndication
companies.
fne arts arts (such as sculpture,
painting, and music) that are per-
ceived to have aesthetic qualities
rather than simple decorative or
utilitarian functions (crafts)
fn-syn [see financial interest and
syndication rules]
freside chat broadcast in which the
president of the United States talks
in an informal manner to the people.
This type of program was initiated on
radio by franklin d. roosevelt dur-
ing the Great depression as a way of
reassuring people about his policies.
frewall software preventing unau-
thorized access to a computer, web
site, etc.
first amendment amendment to
the U.S. Constitution that guarantees
freedom of speech and is thus continu-
ally cited in media debates: “Congress
shall make no law respecting an es-
tablishment of religion, or prohibiting
the free exercise thereof; or abridging
the freedom of speech, or of the press;
or the right of the people peacefully to
assemble, and to petition the Govern-
ment for a redress of grievances.”
frst edition 1. frst print run of a
daily newspaper; 2. frst published
version of a book
frst-run syndication programming
produced specifcally for the syndi-
cated television market
fiske, J ohn (1939–) scholar whose
insights on the meanings built into
124
fIxed BreAK
media products and events (intention-
ally or unconsciously) have become
widely cited. Among his most infu-
ential works are Television Culture
(1987) and Understanding Popular
Culture (1989).
fxed break practice of placing com-
mercials in a specifc place within
a radio or television programming
format
fxed spot item that is broadcast at a
specifc time; for example, news on
the hour
fack derogatory epithet describing a
public relations professional
faming act of sending an offensive
e-mail or of posting an offensive
newsgroup item
fappers stylish and fun-loving
young women of the 1920s, who
showed disdain for the previous
Victorian social conventions through
changes in clothing and lifestyle
fash 1. brief news story that is
broadcast immediately, often inter-
rupting an ongoing program; 2.
device used to produce a short bright
light in photography
fash forward to jump forward to a
later point in a narrative for a dra-
matic effect
fash prank web site designed to
shock visitors with sudden scary im-
ages and loud noises
fashback literary or cinematic tech-
nique of inserting an earlier event into
the normal chronological order of a
narrative, showing what happened or
providing further information
fick colloquial term for movie or film
fier leafet used for advertising
purposes
foodlight lamp with a wide angle,
used to provide light broadly for flm-
ing purposes
foor manager person who is re-
sponsible for the technical aspects
of flming during a flm shoot or in a
television studio
foppy disk small plastic disk coated
on both sides with magnetic material
that can record and store computer
data. floppy disks are being used less
and less as new technology is mak-
ing available more convenient and
powerful devices such as USB ports
that have rendered the foppy disk’s
storage capacity inadequate for many
types of fles.
fow 1. movement of something
such as information; 2. an evening’s
scheduled programming; 3. view put
forward by raymond Williams
that audiences experience television
programs not as autonomous entities
but as elements in a fow of similar
entities
fow chart diagram used in computer
science and other sciences and dis-
125
fooTNoTe
ciplines, which is designed to show
how the procedures used in perform-
ing a task are connected to each other
fy-on-the-wall documentary docu-
mentary style, similar to cinéma-
vérité, in which small cameras are
used to flm subjects as they go about
their routine business
fm radio [full form: frequency
modulation radio] system of radio
transmission in which wave frequen-
cies are modulated in tandem with
the audio signal being transmitted.
The frst fM system was established
in 1936, but became popular only in
the late 1960s. frequency modulation
has several advantages over the al-
ternate radio broadcasting system of
amplitude modulation (AM): greater
freedom from interference and static;
a higher signal-to-noise ratio; and op-
eration in the high-frequency bands.
focal points fve main areas of inter-
est in the study of media and com-
munication: the media text, the maker
of the text, the audience, American
society (or its equivalent in other
parts of the world), and the media
focus group interview research
method that brings together audiences
or consumer groups to discuss a media
text or an ad, under the guidance of a
trained interviewer. The responses are
recorded and are later analyzed.
folk music music style consisting
of a people’s traditional songs and
melodies
folk rock style of music developed
by Bob dylan (1941–) in the 1960s
with poetic lyrics set to a rock beat,
but evoking traditional folk music
melodies, rhythms, and themes. folk
rock was the frst major challenge to
rock’s domination by the British in
the 1960s.
folklore set of traditional beliefs, sto-
ries, sayings, and art forms. folklore
includes cures, superstitions, festival
customs, games, dances, proverbs,
nursery rhymes, charms, and riddles.
folktale narrative tale, usually cre-
ated in early oral traditions; examples
include myths, legends, fables, and
fairy tales
follow shot camera shot in which a
moving subject is flmed as the cam-
era follows the subject
follow-up news report that further
investigates an earlier news story
font character or set of characters of the
same style of typeface (such as Times)
footage selection of flm sections that
have been already shot
footer 1. text that appears at the bot-
tom of a page; 2. section at the bot-
tom of a web page containing links
and information on how to contact
the owners of the web page and on
the copyright policy in place
footnote 1. note at the bottom of a
page containing information, such
126
fooTPrINT
as a reference citation or further
explanation, about the preceding text;
2. something appended to a text as an
explanation, reference, or comment
footprint area supplied by a signal
from a satellite
forced exposure advertising research
technique whereby consumers are
brought to a facility to view and pro-
vide commentary on a commercial or
ad campaign
fordism view that a product should
be accessible and affordable to the
workers who produce it and that they
should be paid a fair wage based on
the value of what they are producing.
The term makes reference to auto-
maker Henry ford’s highly mecha-
nized and standardized mode of
automobile production in the 1920s.
This term is now used, by extension,
to describe a type of situation that
stresses conformity and uniformity.
The term post-Fordism has recently
emerged to describe a world in which
new technologies and economic mar-
kets have made it possible to break
away from the mechanized form of
production and, by extension, from
social conformity.
forecast prediction of what the
weather will be like in the near
future, broadcast or printed regularly
(on radio, on television, in newspa-
pers, on web sites)
foreground in painting and flmic
technique, part of a scene that is
perceived by a viewer to be nearest to
him or her
foreign correspondent journalist
who lives or visits another country to
report news about it for broadcast or
publication
form theory art and philosophi-
cal theory claiming that the physi-
cal structure of a work is separable
from its content. In a work of art, the
content is defned as the meaning of
the work, and the form is the way in
which the work has been put togeth-
er. recent form theories stress that
form and content are interconnected,
rather than separable.
formalism emphasis on form rather
than content in a work of art
format 1. in computer science, the
way data is structured so that it can
be used, stored, and retrieved; 2. pre-
sentation and style that distinguishes
a radio or television program from
others; 3. difference in size, shape,
and appearance of media products
(for example, tabloid vs. newspaper
format)
format clock hourly radio program-
ming schedule
format radio radio station that plays
only one type of music (for example,
country) or broadcasts one type of pro-
gramming (for example, news radio)
formula technique advertising
technique that uses formulaic speech
127
frAMING
to describe a product, imitating
proverbs, sayings, etc.: for example,
A Volkswagen is a Volkswagen! Coke
is it!
forty-fves [45 rpm records] discon-
tinued type of record disc that could
be played on phonograph turntables
operating at 45 rpm. It was developed
by rCA in the late 1940s. It had high
quality but had limited storage space.
foucault, michel (1926–1984)
french philosopher who became
widely known in the 1970s for
his writings on the role of history
and culture in determining how
people develop beliefs and how
everyday practices guide people in
defning their identities. In Mad-
ness and Civilization (1960), for
instance, he showed how defnitions
and perceptions of madness have
changed over time to refect changes
in cultural worldviews. His most
quoted work is the History of Sexual-
ity (1984).
fourth estate a synonym for the
Press
fox Broadcasting Company known
as the “fourth network” (after NBC,
CBS, and ABC), launched in 1986 by
ruPert murdoch. This broadcast-
ing company introduced many new
types of programs, including reality-
based shows such as Cops. web site:
www.fox.com
fragmentation process by which a
formerly unifed or mass audience
fragments into segments. for example,
the availability of specialty television
channels has resulted in the fragmenta-
tion of the television audience. radio
underwent a process of fragmentation
in the 1950s with the introduction of
television. fragmentation makes it
diffcult to reach mass audiences and
may threaten the economic survival of
media that depend on them.
frame 1. a phrase or sentence with a
blank in it for assaying which kinds
of words or forms are permissible
there (structurally or semantically);
2. a rectangular image on a screen;
3. on a web page, a part that allows
for modifcation of other parts of the
same page
framing 1. adjusting the position of
a flm in a projector so that the image
can be seen correctly on the screen;
2. the way in which a flm is put to-
gether by specifc camera techniques;
3. the way in which people organize
and interpret events (such as spec-
tacles and programs)
Vinyl 45 record
128
frANCHISe
franchise 1. right to sell certain
products or services for a particular
period; 2. conversion of a media
product (such as a flm) into a series
of sequels and spin-offs; 3. license
to use a brand name; 4. license to
broadcast within a specifc area and/
or for a specifc time period
franchise flms movies produced
with the intention of making sequels
frankfurt school [full form:
frankfurt institute for social
research] school of critical inquiry
founded at the University of frank-
furt in 1923; the world’s frst Marx-
ist institute of social research. Its
leading members included Theodor
Adorno, Max Horkheimer, Herbert
Marcuse, erich fromm, and Leo
Lowenthal. Its aim was to understand
the way in which human groups cre-
ate meaning collectively under the
impact of modern technology and
how modern societies have come
under the domain of culture in-
dustries. The frankfurt School was
highly pessimistic about the possibil-
ity of genuine individuality under
modern capitalism and condemned
most forms of popular or mass
culture as channels of consumerist
propaganda that indoctrinated the
masses and disguised genuine social
inequalities. The School’s main
contention was that typical media
fare was vulgar, functioning primar-
ily to pacify ordinary people. Though
not affliated with the School, some
contemporary critics of contempo-
rary pop culture and media, such
as Thomas frank, Todd Gitlin, and
Mark Crispin Miller, draw heavily
upon the general arguments made by
the frankfurt School.
free market model economic system
in which nongovernmental decision
makers determine how resources will
be used, what goods and services will
be produced, and how these will be
distributed among members of soci-
ety; free competition in the market
helps to guide these decisions
freedom of expression basic right
of any free society, without which,
it is claimed, journalists, academics,
and others cannot perform their vital
role of seeking and spreading new
knowledge
freedom of information basic
right to have access to information
of all kinds, from the type held by
governments to that held by media
organizations
freedom of speech right to speak out
publicly or privately, through any me-
dium of expression, including books,
newspapers, magazines, radio, televi-
sion, motion pictures, and electronic
documents on computer networks
freedom of the press freedom to
publish anything without censorship
before or after. freedom of the press
has been debated since modern print-
ing began in the 1400s. Some govern-
ments place limits on this freedom,
fearing the power of words to spur
people to act against them.
129
fTP
freelance writer, journalist, or artist
who works independently and is paid
by assignment
freenet online information network
run by volunteers, charging no access
fees
freeware software available primar-
ily through electronic bulletin boards
and user groups that can be down-
loaded free of charge
freeze frame single image held still
in the middle part of a motion picture
sequence
frequency measurement of radio
waves, indicating where a station is
found on the radio dial
frequency modulation [see fm
radio]
freud, sigmund (1856–1939)
Austrian neurologist and founder
of psychoanalysis. freud claimed
that human behavior was guided
by the unconscious—the part of
the psyche that contains wishes,
memories, fears, etc., which mani-
fest themselves in dreams, symbols,
syndromes, and the like. freud
introduced such terms as ego, id, su-
perego, and Oedipus complex, among
others, which have become widely
used in media studies.
friends on social networking web
sites, people who have access to other
people’s profles and who post their
own profles
friendster online social networking
site launched in 2002 where personal
profles can be posted. web site:
www.friendster.com
fringe time television time slot just
before or after prime time, when
there is more program availability
frith, simon (1946–) musicolo-
gist best known for his work on the
sociology of popular music. In Sound
Effects (1983), frith examined how
popular music relates to audience
expectations of a social and political
nature.
froogle Google’s shopping engine
fTC [see federal Trade
Commission]
fTP [see file Transfer Protocol]
Sigmund Freud
130
fULL dUPLex
full duplex network connection that
makes it possible to send signals in
opposite directions at the same time
full nester in marketing jargon, an
older consumer who owns his or her
home and is interested in living the
“good life”
fully connected world concept in
which most people and organizations
can be linked via the Internet
functionalism 1. twentieth-century
architectural movement stressing
functional rather than decorative
design; 2. twentieth-century psycho-
logical school founded by william
J ames and J ohn dewey; 3. in media
theory, the claim that the consump-
tion of media products is due to the
individual’s active view of these
products as functional. In effect, me-
dia and psychological functionalism
is based on the view that individuals
can make their own choices. Media
are not seen as manipulation systems
but rather as tools that are used by
people for recreation or even to gain
knowledge of the world. functional-
ism holds that if there were no need
for the media, the media would
not exist. The media, therefore, are
adaptations to our needs. functional-
ists ask, therefore, how the media
contribute to social equilibrium,
how the media system constitutes an
integrated whole, and what needs the
media answer or fulfll.
funk music style of popular music
derived from jazz, blues, and soul,
characterized by a heavy bass line
and syncopated rhythms
funnies part of a newspaper where
cartoons and comic strips are pub-
lished
futurism Italian art movement that
lasted from 1909 to about 1916.
futurist artists glorifed the power,
speed, and excitement of the machine
age.
131
LAST ITeM
gag joke or comic skit told
or acted out by a comedian
or by comedians together
gag order restriction of the
publication, discussion, or
broadcasting of specifc information
gallery television studio produc-
tion room where the director and the
members of the production crew sit
during flming or taping
gallup Poll public opinion poll on
a political or social topic or issue, as
developed by George H. Gallup, an
American statistician who specialized
in public opinion surveys. The poll
became well-known after it predicted
correctly the outcome of the 1936
presidential election. Gallup also
developed a method of measuring
audience interest in news features
and advertising. web site: www
.galluppoll.com
galtung, Johan (1930–) Norwegian
analyst of news media and a leader of
the global peace movement. Galtung
has studied the socio-psychological
reasons why certain items receive
media attention, while others (just as
socially important) do not.
galvanometer test research method
that measures physiological changes
in consumers when they are asked a
question or are shown some stimulus
material (such as a print ad)
gambit speech strategy used for
opening and closing conversations,
maintaining their fow, and
so on: for example, uh . . .
huh, yeah, well, May I . . . ?
game console computer
console for game play-
ing, usually operated with a game
controlling device, such as a joystick
or game pad
game show television program in
which a game is played by contes-
tants, offering prizes to the winner
gangsta rap style of rap music in
which the lyrics deal with themes
involving gangs, gangsters, and/or
criminal lifestyles
gangster flm flm genre dealing with
gangsters or with plots revolving
around criminal activity with gang-
sters as primary role players
garage music style of electronic
dance music inspired by disco and
associated primarily with urban styles
of rap and hip-hop
gatekeepers in media studies, those
who make the decisions regarding
what will appear in media and espe-
cially which items are newsworthy
and which are not
gateway page opening page of a web
site containing the key words that en-
able a search engine to locate it
gauntlett, David (1971–) major
researcher on media effects, whose
work is quoted often in the relevant
G
132
GAZe
media literature. Among his most
infuential works are Moving Experi-
ences: Understanding Television’s
Infuence and Effects (1995) and
Media, Gender, and Identity (2002).
gaze in feminist theory, the act of
looking at representations of women,
which reveals information about the
power relations that exist between
men and women. In western society,
the gazers have typically been the
males; the ones gazed at, the fe-
males. This pattern is apparent in the
artistic and erotic portrayals that have
characterized the history of western
visual representation. following
the rise of feminism and gender
theory, gazing patterns have started
to change radically.
gazette local newspaper or one that is
associated with an organization
gender sexual identity constructed
in cultural context. for example,
in western society, men are often
portrayed as “sex-seekers,” showing
an aggressive interest in sex as part
of their gender identity, and women
as the targets of their interest; in
other cultures, such as several Na-
tive American traditions, that inter-
est is seen as part of female gender
identity.
gender theory in feminism, theoreti-
cal framework that evaluates repre-
sentations, genres, etc., in terms of
how they represent gender and how
they refect ideologies (for example,
patriarchy)
gendered genre movie genre, televi-
sion program, or television chan-
nel directed at a specifc gender by
providing themes, characters, and
situations that are purported to appeal
to a specifc gender exclusively; for
example, WE: Women’s Entertain-
ment is a network designed to appeal
primarily to women, while Spike TV
is designed to appeal primarily to
men.
genderlect [blend of gender and
dialect] language choices that are
characteristic of males or females in
speech situations
general audience made up of people
from all walks of life, and with “ge-
neric” or “random” properties, rather
than segmented into demographic
categories (age, class, etc.). This cat-
egory is used in rating systems as a
comparison base to the demographi-
cally segmented ones.
generation X the children of
“baby boomers,” born in the 1970s
and purported to lead a lifestyle that
is vastly different from that of
their parents, based on a rejection
of their parents’ values. They are
more inclined than their parents
to use new media technologies
as sources of information and
entertainment.
generational marketing marketing
and advertising tailored to specifc
generations of consumers (baby
boomers, generation x, teenagers,
older people)
133
GeSTUre
genre category or classifcation of
works of art based on subject matter,
themes, and/or style. examples of lit-
erary genres are poetry, prose, drama,
fction, science fction, and mystery
novel. examples of television genres
are sitcom, soap opera, quiz show,
and talk show.
geodemographic clustering tech-
nique of classifying consumers on the
basis of the demograPhic character-
istics common to the area in which
they live
geographics measurement of where
audiences and consumers live
gerbner, george (1919–2005) wide-
ly quoted media theorist whose con-
cept of the cultivation effect has
become a target of major discussion
and debate. His model of communica-
tion, developed in 1956, emphasizes
the interactive role of the sender and
the receiver, the context, and the me-
dium used during the different stages
of communication. His major work is
The Global Media Debate (1993).
gestalt psychology school of
psychology, founded around 1912
by Max wertheimer, that stresses
the study of patterns, or forms, as
the important part of perception and
experience, since form in its total-
ity is seen as being more important
than the sum of its parts. Gestaltists
rejected structuralism, the most
common psychological theory in the
early 1900s, based on studying the
separate elements of experience and
perception such as feelings, images,
and sensations, and behaviorism,
which called for the study of observ-
able aspects of behavior.
gestural dance dance deliberately
structured by gesture patterns, including
body language, eye contact, and posture
gesture movement of the body,
especially the hands, to communicate
something, unconsciously or witting-
ly. The former are called, more pre-
cisely, natural gestures and the latter
conventional gestures. Several main
types of gesture have been identifed.
Illustrators are gestures that literally
illustrate vocal utterances: for ex-
ample, the circular hand movements
typically employed when talking of a
circle; or moving the hands far apart
when talking of something large.
Emblems are gestures that directly
translate words or phrases: for exam-
ple, the “oK” sign, the “Come here”
sign, the hitchhiking sign, waving,
obscene gestures, etc. Affect displays
communicate emotional meaning: for
example, the typical hand movements
that accompany states and expres-
sions of happiness, surprise, fear,
anger, sadness, contempt, disgust,
etc. Regulators are gestures that are
used to monitor, maintain, or control
the speech of someone else. exam-
ples include the hand movements for
“Keep going,” “Slow down,” “what
else happened?” Adaptors are the
gestures used to satisfy some need:
for example, scratching one’s head
when puzzled, rubbing one’s fore-
head when worried, and so on.
134
GHeTTo CooL
ghetto cool the adoption of a “ghet-
to” lifestyle (in a real or simula-
tive way), generally in imitation of
gangsta raP and other hard forms
of hip-hop culture
ghost site web site that is no longer
being updated but is still available for
viewing
ghostwriter person who writes
something for another person, usu-
ally a celebrity, pretending to be the
author
gif [full form: graphic interchange
format] computer image format used
commonly for nonphotographic im-
ages on web sites
gigabyte unit equivalent to 1,024
megabytes, a byte being a unit of
computer memory required to store a
single character
girl groups musical ensembles made
up exclusively of female performers
and, usually, portraying a gendered
view of topics
gitlin, Todd (1941–) radical
American critic of the mainstream
media and popular culture. His most
infuential works are Inside Prime
Time (1983) and Watching Television
(1986).
glam rock popular rock music style
of the 1970s, characterized by per-
formers who wore glamorous cloth-
ing and jewelry
global advertising advertising
directed at global audiences and thus
adapted to the global context. for
example, the use of sexual themes
in the promotion of an automobile
would be attenuated or removed in
a global advertising campaign so as
to avoid offending societies where
sexuality is not expressed openly.
global branding inserting brand
products into world markets, adapt-
ing their promotion to the legal,
social, and cultural exigencies of
each market
global marketing use of a com-
mon marketing plan to sell a product
everywhere in the world
global media media systems, such as
AoL or disney, that possess com-
The V-sign for peace
135
GoffMAN, erVING
munication and media networks (and
distribution capacities) that embrace
most of the world
global Positioning system [abbrevi-
ated as gPs] system comprised of 24
satellites (21 active and three spares)
that allows users to precisely identify
their location anywhere on the globe
global village term coined by mar-
shall mcluhan to characterize a
world that is united electronically,
in a virtual (or cybernetic) village.
McLuhan argued that the medium
in which information is recorded
and transmitted is decisive in shap-
ing trends and in charting future
progress. So, by simply switching
on their television sets to satellite-
transmitted programs, or visiting web
sites, people tend to feel connected to
others in an abstract, rather than real,
fashion.
globalization process by which
formerly separate, discrete, or local
cultures, businesses, or institu-
tions are brought into contact with
one another and with new groups
of people in an interactive fashion,
generally through the Internet. This
gives the sense that the world is a
single place. Supporters of global-
ization claim that it liberates popula-
tions from local and often restrictive
lifestyles, generates wealth, makes
possible the movement of people
and ideas, and contributes to the de-
velopment of human rights. Critics
claim that it eliminates crucial social
and cultural differences.
glocal genre any media text pro-
duced by local groups but incorporat-
ing global forms and ideas
glocalization process whereby local
or regional cultures are becoming
increasingly similar to each other as
a result of aspects of globalization
(economic, technological, etc.)
gloss short defnition, translation,
or explanation of a technical term,
usually inserted in a footnote or in
parentheses
glossary alphabetical list of glosses,
often placed at the end of a work or
a section of the work (such as at the
end of a chapter)
glyph public sign that provides infor-
mation visually
goffman, erving (1922–1982) soci-
ologist who examined the self-image
or persona that people present in
social situations, arguing that social
life was very much like the theater,
as people perceived themselves as
playing specifc roles, adapting to the
situation linguistically, behaviorally,
and in other ways. His most impor-
Glyph indicating “No Smoking!”
136
Go-Go
tant work is The Presentation of Self
in Everyday Life (1959).
go-go popular style of music originat-
ing in washington, d.C., in the 1970s,
which featured a strong beat and
“go-go dancers,” scantily clad women
dancing alone to the music on special
raised platforms during a band perfor-
mance or during a foor dance
gold Lion award given at the
Cannes International Advertising
festival for achievement in various
categories, including print marketing,
outdoor advertising, and television
commercials
gold record a golden replica of a
record that has achieved at least one
million in sales
golden age of cinema period of
movie production during the 1920s
and 1930s when cinema was in its
infancy and when Hollywood movies
enjoyed an unprecedented, and since
unparalleled, popularity
golden age of radio period from the
late 1920s to the late 1940s when
radio was the dominant medium for
home entertainment
golden age of television period from
the early 1950s to the late 1980s
when television was the dominant
medium for home entertainment,
before the rise of the Internet
golden oldie piece of music that was
popular in a previous era
gonzo journalism style of journal-
ism that is more concerned with such
things as the reporter’s relation to the
story or the emotional effects on the
people involved in the story, rather
than the actual facts of the story
google largest Internet search en-
gine, founded in 1998, which has an
index of over 10 billion web pages.
The name originated from a play
on the word googol, which refers to
10
100
(the number represented by a 1
followed by one-hundred zeros). The
word has found its way into everyday
language as a verb, meaning, “to use
the Google search engine to obtain
information on the Internet.” Internet
address: www.google.com
gopher computer program that
searches fle names and resources
on the Internet, organizing them into
menus that contain links to other fles
or databases
gospel music evangelical music
derived from African American spiri-
tual and blues vocal music. Gospel
music’s frst infuential composers
and performers included Thomas A.
dorsey, who coined the term; C.A.
Tindley; Gary davis; Sister rosetta
Tharpe, who frst brought gospel into
nightclubs and theaters in the 1930s;
and Mahalia J ackson. Gospel music
has had a signifcant infuence on
rhythm and blues, soul music, and
other pop music styles.
gossip column regular newspaper
or magazine column dealing with
137
GrAffITI
rumors and gossip about celebrities
and well-known public fgures
gotcha journalism news reporting
in which journalists nab evildoers
or interview people caught in some
illegal act
goth form of punk music and
lifestyle, especially among youths,
characterized by the wearing of dark
clothes, the use of dark cosmetics,
and other gothic forms of symbolism,
intended to challenge mainstream
society
gothic 1. architectural style preva-
lent in europe from the twelfth
through the ffteenth centuries,
emphasizing light and verticality,
typifed by the Cathedral of Notre-
dame de Paris; the style was revived
in the nineteenth century; 2. literary
style generally characterized by dark-
ness and gloom. The term was used
during the late 1700s and early 1800s
to describe a type of popular fction
that revolved around mysterious
and supernatural events; the novels
were called Gothic because they
took place in gloomy castles built in
the Gothic style of architecture. The
frst such novel was The Castle of
Otranto (1764) by Horace walpole.
other early gothic novels include
The Mysteries of Udolpho (1794) and
The Italian (1797) by Ann radcliffe;
The Monk (1796) by Matthew G.
Lewis; Melmoth the Wanderer (1820)
by Charles Maturin; Frankenstein
(1818) by Mary Shelley; and Wuther-
ing Heights (1847) by emily Bronte.
governmentality concept developed
by michel foucault meaning,
essentially, the art of government;
intended to imply that governing is
not limited to the political sphere, but
reaches out to all spheres, from the
cultural to the artistic
gPs [see global Positioning system]
graffti inscriptions of various kinds
scratched, carved, or drawn on a
wall, pole, or other public surface.
Graffti have allowed linguists to re-
construct earlier stages of a language,
and social scientists to examine the
ideologies or lifestyle of certain
groups (as has been done to study the
graffti of gangs, teen cliques, etc.).
A Goth at the Wave Gothic Festival,
Leipzig, Germany, May 25, 2007
138
GrAMMAToLoGY
grammatology term coined by
Jacques derrida, term referring
to the priority of writing over vocal
speech in the development and use of
language, contrary to what linguists
have traditionally maintained. derrida
claimed that pictographic language
preceded vocalized language and that,
to this day, writing has a much more
crucial function in human affairs than
do other forms of language.
grammy awards honors given an-
nually for outstanding achievement in
music. The frst Grammies (the name is
an abbreviation of gramophone) were
given in 1958. They are now awarded
in dozens of categories, from best com-
position to the best musical arrange-
ment. web site: www.grammy.com
gramophone machine used formerly
for playing records, invented in 1887
by emile Berliner, a German immi-
grant to the United States
gramsci, antonio (1891–1937) Ital-
ian Marxist intellectual and politician
who is often quoted in media studies
because of his notion of hegemony,
or domination of the media by those
in power in order to subtly infu-
ence public opinion in their favor.
His infuential Lettere dal carcere
(published posthumously in 1947;
published in english as Letters from
Prison in 1973) actually outlines a
less dogmatic version of communism
than that of most Marxists.
grandiloquence form of speech and
discourse characterized by pompous
or bombastic diction and mode of
delivery
graph 1. in mathematics, diagram
representing changes in a variable;
2. unit in writing representing a
sound, a syllable, or entire concept
graphic art form of visual art relat-
ing to methods of reproduction such
as printing, engraving, or etching.
The term is used generally in refer-
ence to the illustrations found in ad-
vertisements, book designs, posters,
and the like.
graphic design craft of combining
text and illustrations in design (for
example, in ad texts, book covers).
writers produce words while pho-
tographers and illustrators create
images; the graphic designer incorpo-
rates these elements into a complete
layout.
graphic display computer screen
with the capacity to display graphics
graphic equalizer device on an elec-
tronic playback machine that allows
separate adjustments to be made to
the sound quality
graphic novel novel developed from
comic books, in which cartoon im-
ages are interspersed in the written
text. An example of a graphic novel
is frank Miller’s Batman: The Dark
Knight Returns (1986).
graphical user interface [abbreviat-
ed as gui] display format that allows
139
GroSS rATING PoINT
a computer user to select commands,
call up fles, start programs, and do
other tasks by using a mouse to point
to icons or lists of menu choices on
the screen as opposed to having to
type in text commands. The frst GUI
to be used in a personal computer
appeared in Apple Computer’s Lisa,
introduced in 1983; its GUI became
the basis of Apple’s extremely suc-
cessful Macintosh (1984).
graphics 1. pictorial manipulation of
data, used in computers, the graphic
arts, and so on; 2. pictorial display of
information on a computer
graphics interchange format
[see gif]
g-rating movie and television clas-
sifcation indicating that the movie
or program is suitable for general
audiences
grazing act of watching several tele-
vision programs simultaneously
green light process procedure lead-
ing to the decision to make a movie
green room small room near a
broadcast studio in which program
guests wait before they are inter-
viewed or where actors can go to rest
greenwashing public relations strat-
egy of companies to counter the ad-
vertising tactics of environmentalists
greimas, algirdas J ulien (1917–
1992) french semiotician who
amplifed the feld narratology,
the study of narratives of all kinds.
Greimas’s most signifcant contri-
bution in the feld is the “semiotic
square,” which posits that oPPosi-
tions hold in a square-like fashion
rather than in a binary manner. for
example, the word tall takes on
meaning in contrast to not tall, short,
and not short. Thus, the meaning of
tall is gleaned from a semiotic square
of oppositions.
gripe site web site providing an op-
portunity for users to counter or chal-
lenge another person or an institution
gross audience compilation of all the
audiences studied for an advertising
campaign or media experiment. The
gross audience may actually include
duplicated audience members.
gross cover number of times a radio
or television commercial has been
seen or heard
gross rating point method of deter-
mining the effectiveness of outdoor
advertising, with 1 percent of a
sample group represented by a
point in a statistical method of
analysis
WDOO VKRUW
QRWVKRUW QRWWDOO
140
GroSSBerG, LAwreNCe
grossberg, Lawrence (1947–)
American cultural theorist who has
sought to show how audiences be-
come attached to certain performers,
texts, or programs. His most infuen-
tial book is We Gotta Get Out of This
Place (1992), in which he contends
that rock culture, once considered
deviant and aberrant, has become
part of conservative culture.
ground entire or connecting surface
of a scene in a movie shoot
group in web talk, network of online
individuals who share a common
interest
group system method of organizing
an advertising agency into groups,
each with its own area of specialized
expertise (marketing, ad creation)
grunge style of rock music made
famous by the late musician Kurt
Cobain, derived from punk rock, and
characterized especially by anguished
lyrics; also used to describe the style
of clothing worn by followers of
grunge, consisting of torn jeans and
fannel shirts
guerrilla marketing marketing that
uses nontraditional media and strate-
gies to promote products or services
gui [see graphical user interface]
guide publication that lists program-
ming (radio or television) times and
typically describes the content of
each program listed
gutenberg galaxy [after J ohannes
Gutenberg (c. 1390–1468), a German
printer] term coined by marshall
mcluhan to refer to the world that
resulted from the availability of
cheap books and the spread of litera-
cy as a consequence of the invention
of print technology.
gutter press generic term to describe
tabloid newspapers
gynocriticism in feminist theory,
study of the writings produced by
women and how they convey the
“female experience”
141
LAST ITeM
habermas, Jürgen (1929–)
German philosopher who
sees art as the force of
change in cultural systems.
Habermas is widely known
for his critiques of the ten-
dency of western capitalist democra-
cies to evaluate social progress in
terms of economic effciency. His
major works include Theorie und
Praxis (1963; Theory and Practice,
1973), Erkenntis und Interesse (1968;
Knowledge and Human Interests,
1971), Theorie des kommunikativen
Handelns (1981; A Theory of Com-
municative Action, 1984), and Der
philosophische Diskurs der Moderne
(1985; The Philosophical Discourse
of Modernity, 1987).
habitus [term coined by Marcel
Mauss and later used by Pierre
bourdieu] the ways in which soci-
ety’s dominant classes talk, act, and
behave. Noting that success in society
depends largely on the individual’s
ability to absorb the habitus of the
dominant class, Bourdieu suggested
that it is similar to, but more funda-
mental than, knowing a language.
hacker 1. individual who uses his
or her computer expertise to gain
unauthorized access to a computer
system or a site either to learn about
the system or to examine and/or
manipulate its data; 2. more gener-
ally, an afcionado of information
technology
hacker ethic view that users should
have absolute free access to informa-
tion posted on the world
wide web
hacktivism the use of hack-
ing for political or social
purposes [blend of hacking
and activism]
halftone image produced by break-
ing down photographs into a series of
dots that appear as shades of gray on
a page
hall, stuart (1932–) infuential
media scholar who has become
well-known as a major proponent of
recePtion theory, or the view that
audiences are not passive consumers
of media texts but, rather, selectors
of them according to their particular
preferences. Among his best-known
works are Encoding and Decoding
in Television Discourse (1973) and
Representation: Cultural Represen-
tations and Signifying Practices (as
editor, 1997).
halo brand product brand that lends
value to a company’s subbrands by
association. The halo brand is also
called the master brand.
halo effect theory that the way some-
one looks and acts can lead observers
to make unwarranted assumptions
about the person. for example, some-
one who is unkempt and appears
scruffly dressed might be judged
(perhaps mistakenly) to be some-
one who would not be suitable for a
white-collar job. In media studies, it
is used to refer to the phenomenon of
H
142
HAMMoCKING
viewers reporting not what they actu-
ally watched but what they believe
they should have watched.
hammocking technique of inserting
a television program between two
highly popular programs to boost its
ratings
hang time amount of time someone
spends visiting a web site
haraway, Donna (1944–) important
feminist critic whose analyses of the
cyborg have ignited a wide-ranging
debate on the amalgamation of hu-
mans with technology and especially
of the effects of this amalgamation
on women. Her most cited book is
Simians, Cyborgs, and Women:
The Reinvention of Nature (1991).
hard copy printed copy of a text, as
opposed to electronic copy (con-
tained in a computer fle or docu-
ment)
hard disc permanent storage disc in
a computer. The term is also used to
refer to the entire hard drive.
hard news news stories that are
designed to help audiences make
intelligent decisions about an issue
or event, with little accompanying
commentary
hard rock type of rock music that is
characterized by loud guitar accom-
paniment and a strong insistent beat,
with singing that often simulates a
form of shouting
hard sell aggressive methods of
advertising
hardback book published with a
rigid cover, usually more expensive
and in a larger format than paperback
hardcore 1. extreme form of a pop
music style such as punk or hip-hop;
2. sexual portrayal in movies that is
completely explicit
hardware [in contrast to software]
the computer’s actual machinery
and equipment, including memory,
cabling, power supply, peripheral
devices, and circuit boards. Hardware
specifes a computer’s capability;
software instructs the computer what
to do.
harlequin traditional commedia
dell’arte character; a wily, unscru-
pulous comic servant. By the early
seventeenth century Harlequin had
been transformed into a faithful valet
involved in amorous exploits. He
wore tight-ftting peasant clothes with
colored patches decorated with bright
triangles and diamond shapes. He
carried a slapstick and wore a black
half-mask.
harmony 1. in music, two or more
tones used together and perceived as
pleasant-sounding; 2. chord structure
and movement in a piece of music
(as distinguished from melody and
rhythm)
hartley, J ohn (1948–) infuential
culture theorist, whose analyses
143
HeAVY VIewer
of television have become widely
quoted, particularly Reading Televi-
sion (written with J ohn fiske, 1978)
hawthorne effect tendency of
research subjects to give the type
of information that they believe is
required by the researchers. More
generally, it refers to how people
react to different situations and are
infuenced by factors in those situa-
tions (such as the type of interview
used by researchers, the personality
of the researchers, etc.). The term
comes from the name of a factory
called the Hawthorne works, where
a series of experiments were carried
out between 1924 and 1932.
hays Code set of censorship guide-
lines for movies in the United States
issued in 1934. Under severe criti-
cism, the Code was abandoned in
1967 and replaced by a rating system.
hDTV [see high defnition
television]
headend equipment that allows cable
subscribers to receive transmission
signals. The headend receives signals
from an antenna or antennas, process-
es the signals, sending them through
the distribution system to customers.
headline 1. short title printed in
heavier type at the top of a newspaper
article telling what it is about; 2. line
printed at the top of a page giving
the running title, page number, and
possibly other information related to
content
headline news newscast or channel
that deals only with topical news and/
or events that are currently taking
place
headphones pair of earphones joined
across the top of a listener’s head
headset headphones that have a small
microphone for two-way communica-
tion, used by television producers,
camerapersons, and others during
flming, taping, or broadcasting
hearst, randolph (1863–1951)
one of the most prominent fgures in
the history of newspaper publishing
in the United States. Hearst helped
bring about the era of yelloW
Journalism, employing circulation-
boosting tactics. In 1935 he owned
28 major newspapers, 18 magazines,
radio stations, movie companies, and
news services.
heavy metal rock music style
marked by amplifed and sometimes
distorted guitar “power chords,” a
hard beat, a thumping bass, and an
aggressive style of singing. Heavy
metal emerged in the late 1960s from
the heavy, blues-oriented music of
Steppenwolf and J imi Hendrix. In the
1970s and 1980s bands such as Led
Zeppelin, Black Sabbath, Kiss,
AC/dC, Aerosmith, def Leppard,
Iron Maiden, Mötley Crüe, and Van
Halen developed the style further.
heavy viewer person who watches
television frequently and, for that
reason, is often included in target
study audiences
144
HeBdIGe, dICK
hebdige, Dick (1951–) media analyst
renowned for his studies of youth sub-
cultures. His best-known book is Sub-
culture: The Meaning of Style (1979).
hedge redundant phrase used in
conversation, such as “I mean” and
“you know,” which nevertheless has
a communicative function, such as
making a statement less blunt or
conveying personal assurance
hedonism ancient Greek philosophy
that pleasure is the only true goal
of life and that its pursuit is what
motivates humans. British philoso-
phers J eremy Bentham and J ames
Mill and his son, J ohn Stuart Mill,
renamed the philosophy utilitarian-
ism, expanding it to encompass the
well-being of the greatest number of
people, not just individuals.
hegel, georg wilhelm friedrich
(1770–1831) German philosopher
who defned a process of human
progress (which became known as
the Hegelian dialectic) that involved
the generation and interaction of op-
posing concepts. To understand any
aspect of culture or the human condi-
tion, one must retrace its origin and
development through this process.
His works include Phänomenologie
des Geistes (1807; The Phenomenol-
ogy of Mind), Wissenschaft der Logik
(1812–1816; Science of Logic), and
Grundlinien der Philosophie des
Rechts (1821; Philosophy of Right).
hegemony [as defned by Italian
Marxist antonio gramsci] the efforts
on the part of the dominant class in
a society to gain the consent of those
who are dominated. The instruments
of hegemony range from outright
coercion (incarceration, secret po-
lice, threats, physical elimination) to
gentler and more “managerial” tactics
(education, religion, control of the
mass media). The concept of hegemo-
ny has found widespread use in media
studies, where it is used to refer more
to the cultural production of consent,
rather than overt forms of coercion.
heidegger, martin (1889–1976)
German philosopher who posited that
the individual living in a consumerist
mass culture is always in danger of
being deprived of a sense of self-
worth. He called the resulting mental
state nihilism. His most infuential
work, Sein und Zeit (1927; Being and
Time), dealt with the fundamental
philosophical question of “being-in-
the-world,” or “what is the meaning
of being?” His work had a signifcant
infuence on french philosophers
michel foucault and Jacques
derrida.
helmholtz, hermann von (1821–
1894) German physicist whose
research on the physics of sound
ranked as the outstanding work of his
time in acoustics
herd journalism practice of report-
ers staking out a house or following a
story in large groups
herder, J ohann gottfried von
(1744–1803) German philosopher
145
HIddeN-feAr APPeAL
who claimed that national character
is encoded in a people’s language
and literature. His Ideen zur Philoso-
phie der Geschichte der Menschheit
(1784–1791; Outlines of a Phi-
losophy of the History of Mankind)
opened the way to the modern-day
systematic comparative study of
civilizations.
herman and Chomsky’s propa-
ganda model [as articulated by
edward Herman and noam chom-
sky in Manufacturing Consent: The
Political Economy of the Mass Media
(1988)] a model of news reporting
that claims that the overriding con-
sideration of news agencies is sup-
porting the views of those in power,
thus essentially producing a form
of propaganda rather than impartial
news commentary
hermeneutics 1. systematic study of
texts on the basis of their language
and their history; 2. study of how
people interpret texts. The essence
of hermeneutic method is to locate
a text in the context of the times in
which it was produced, not in terms
of current ideas and theories.
hero/heroine 1. personage, often su-
pernatural or mythical, endowed with
bravery and strength (in myth, the
hero is remarkable for his or her bold
exploits and is favored by the gods);
2. principal character in a work of
fction
herstory 1. the biography or study of a
particular woman or group of women;
2. a view of history from the female
perspective, as opposed to history =
his story, or the conventional view of
history from the standpoint of men
heterogeneous audience audience
consisting of demographically di-
verse members, that is, members who
differ in age, gender, education, class,
ethnicity, religion, or another variable
heteroglossia exposure to, or con-
struction of, an unfamiliar language
or languages, implying new perspec-
tives or new meanings
heterophily differences of opin-
ion, values, or viewpoints that arise
between two people conversing with
each other
heterotopia the different “social
spaces” (features of language, deliv-
ery, turn-taking sequences, etc.) that
arise surreptitiously and unconscious-
ly between two people conversing
with each other
heuristic 1. designed to facilitate
learning (for example, a pedagogi-
cal method); 2. in computer science,
a program that can adapt to user
instructions, activities, or responses
(for example, checking spelling and
grammar)
hidden-fear appeal [also called
scare copy] advertising technique
designed to promote such goods and
services as insurance, fre alarms,
cosmetics, and vitamin capsules by
evoking the fear of poverty, sick-
146
HIerArCHY of effeCTS
ness, loss of social standing, and/or
impending disaster
hierarchy of effects series of steps
by which consumers receive and use
information in reaching decisions
about whether or not to buy a prod-
uct. The steps include: awareness of
the product, knowledge about it (and
the company that makes it), tastes
connected with it, preference, convic-
tion, and purchase.
hieratic fowing script (executed with
reed pens on papyrus) developed by
the egyptians around 2700 b.c.e. in
place of hieroglyPhic writing
hieroglyphic ancient egyptian writ-
ing system, originating around 3000
b.c.e., based on stylized pictorial
symbols. These represented not only
people, things, and ideas, but also
a few consonant sounds. The latest
hieroglyphic writing dates from 394
c.e. Hieroglyphic writing was deci-
phered after the discovery in 1799 of
the rosetta Stone, a slab that had the
same text in Greek and hieroglyphic
writing. J ean françois Champollion
compared the two, thus deciphering
the hieroglyphs.
high-concept movie movie produced
with a large budget on the belief that
it can be easily marketed and turned
into a commercial success
high culture vs. low culture distinc-
tion made between forms of culture
considered to be of greater or lesser
worth. High culture is often associ-
ated with fine arts such as classical
music, the ballet, opera, and painting,
and low culture with popular spec-
tacles such as wrestling and erotic
movies. This distinction raises the
question of what cultural content is
better or worse and, more important-
ly, who has the right (if any) of de-
ciding so. In actual fact, most people
can easily distinguish between the
two levels of culture. Great works of
art foster engagement; many popular
media artifacts, on the other hand, are
designed solely to provide distraction
and entertainment, even though the
dividing line between the two is often
blurry indeed. Many of the forms
intended originally for entertainment
have themselves evolved into works
of art. Some pieces of jazz and rock
music, for example, are now listed
alongside the works of the great
classical composers. Some types of
advertising, too, may be considered
artistically interesting.
high defnition television [abbrevi-
ated as hDTV] television system
that presents a picture that is wider
than conventional television screens
and has twice as many lines of scan-
ning for increased clarity and detail.
HdTV uses digital technology to
process the original signal, transmit
it, and reproduce it in the television
set. In addition to providing digital
high-resolution video, HdTV trans-
mits a digital audio signal that results
in Cd-quality sound. essentially,
the technology used to create HdTV
produces picture and sound that rival
those found in movie theaters.
147
HISTorY TeCHNIQUe IN AdVerTISING
hi-f [abbreviation of high fdelity]
reproduction of sound by a radio, Cd
player, or other device with as little dis-
tortion of the original sound as possible
high-speed photography flmic
technique in which consecutive
multiple shots are taken quickly to
capture an action that is too fast to be
seen with the naked eye
hip-hop youth-based music and life-
style that emerged in African Ameri-
can neighborhoods of New York in
the 1970s, characterized originally
by rap music and breakdancing. rap
came to national prominence with
Sugar Hill Gang’s Rapper’s Delight
(1979). In its original form, hip-hop
combined spoken street language
with cuts, called samples, from older
records. The themes of hip-hop lyrics
originally revolved around political
issues, racial discrimination, mas-
culinity, and an implicit mockery of
the existing social order. over time,
hip-hop has become more melodic
and eclectic, incorporating elements
from the blues, rhythm and blues,
jazz, and soul.
hippies counterculture youth of
the 1960s and 1970s. The hippies
rejected the traditions and lifestyles
of bourgeois (capitalist) society. They
proclaimed a world based on love
and peace, strongly opposing the
Vietnam war. Many lived together on
communes, refusing to be tied down
to a fxed job. They were sometimes
called “fower children” because they
gave people fowers to symbolize
their worldview. They let their hair
grow long and walked barefoot or
wore sandals. Many used marijuana,
LSd, and other drugs. The Beatles
helped spread the hippie movement
with their songs, as did the Grateful
dead, J efferson Airplane, J oan Baez,
and Bob dylan, among other such
musicians of the era.
historicism 1. theory that forces
beyond human control infuence the
course of human history; 2. theory
that each historical era develops its
own unique forms of culture that can
only be understood in context
historiography study of history in
general, or of the history of a move-
ment, era, trend, etc.
history technique in advertising
technique whereby a signifcant
historical event is incorporated into
the ad, either by allusion or by direct
reference
Hippies (also called “freaks”) in Los
Angeles in the summer of 1967
148
HIT
hit a record, play, movie, or other
creative product that has become
a success with both audiences and
critics
hit rate number of occasions that a
web site has been viewed by Internet
users
hoggart, richard (1918–) marxist
cultural theorist and founder of the
Centre for Contemporary Cultural
Studies at the University of Birming-
ham. In The Uses of Literacy (1957),
Hoggart laments the passing of true
culture under the forces of capitalist-
based consumerist economics.
hollywood city originally founded
by Horace wilcox in 1887, a prohi-
bitionist who envisioned a commu-
nity based on religious principles. It
was consolidated with Los Angeles
in 1910 and became the center of
the movie industry by 1915. By the
1960s, it also was the source of much
American network television pro-
gramming. web site: www
.hollywoodchamber.net
holography photography without
lenses, whereby a three-dimensional
image is recorded on a plate or flm
by laser, which splits into two beams,
forming a pattern refecting the shape
of the photographed object. when the
pattern is exposed to light, a three-
dimensional image (a hologram) is
formed.
home page 1. the page that is loaded
when someone opens up their brows-
er to use the Internet; 2. the frst page
of a web site that welcomes a user
home video theater system com-
posed of audio and video equipment
that recreates the movie theater
experience in the home. The system
includes a large-screen television and
a multi-speaker sound system.
homology in Marxist theory, view
that a media text is designed to de-
liver meaning in politically controlled
ways (either explicitly or implicitly)
homophily situation in which
interlocutors share the same values,
ideas, beliefs, and worldview during
dialogue, conversation, or other form
of verbal communication
hooks, bell (1952–) [written in
lower-case style] prominent African
American feminist critic (born Gloria
watkins) whose work on race and
gender representations in the media
have become topical and widely
quoted. Among her works are Black
Looks (1992) and Reel to Real: Race,
Sex, and Class at the Movies (1996).
horizontal integration acquisition
of a smaller company by a larger
one, such as, for example, a large
newspaper taking over a smaller rival
newspaper
horkheimer, max (1895–1973) a
founding member of the frank-
furt school. His Dialektik der
Aufklärung (1947; Dialectic of En-
lightenment), written with theodor
149
HUMAN INTereST
adorno, is a widely quoted work
that traces the origins of modern-day
totalitarianism to the enlightenment
concept of instrumental reason.
horror genre literary genre intended
to provoke feelings of fear or shock.
Horror stories are of ancient origin
and form a substantial part of folk
literature. They may feature super-
natural beings such as ghosts, witches,
or vampires, or may address more re-
alistic psychological fears. In western
literature, the horror genre emerged
in the eighteenth century with the
gothic novel. The horror genre was
also one of the frst to become popular
in movies, remaining so to this day.
host 1. person who welcomes and
speaks to invited guests on radio and
television programs; 2. in a computer
network, the main computer control-
ling functions and fles; 3. computer
linking individual personal comput-
ers to the Internet
hosting business of putting web sites
onto the Internet
hot in reference to a microphone, hot
means that the microphone is “on”
hot medium [in contrast to cold
medium] marshall mcluhan’s
term referring to any medium, such
as flm and radio, that requires little
interaction and interpretation on the
part of an audience
hot spot building or area where
wireless Internet users can access an
Internet connection
house music style of dance music,
derived from disco music, using elec-
tronic or synthesized sound effects
house organ magazine published
by a company for its employees and
clients, containing information about
the company, its products, and its
employees
houses using television [abbreviated
as huTs] percentage of homes watch-
ing television during a specifc time
period and within a specifc region
html [abbreviation of hypertext
markup language] computer lan-
guage that is used to prepare hyPer-
text documents on the world wide
web. The text coding consists of
commands in angle brackets <>that
affect the display of elements such as
titles, headings, text, font style, color,
and references to other documents.
http [abbreviation of hypertext
transfer protocol] protocol used for
exchanging fles on the world wide
web. web browsers are http clients
that send fle requests to web servers,
which in turn handle the requests via
an http service.
huckster a publicity agent or writer
of advertising copy (usually used as a
pejorative)
human interest reporting style that is
designed to touch audiences emotion-
ally on issues that are important to
most people. often a human-interest
story focuses on the trials and tribula-
150
HUMANISM
tions of ordinary humans caught in
extraordinary predicaments
humanism a cultural movement in
renaissance europe, characterized
by a revival of classical letters, an
individualistic and critical spirit, and
a shift of emphasis from religious to
secular concerns
humor state of producing or perceiv-
ing something as funny, generally ac-
companied by laughter. Humor takes
many literary and media forms: wit
is humor based on cleverness; satire
deals with human weaknesses, making
fun of them; sarcasm is more nasty, of-
ten taking the form of indirect stinging
commentary (That’s a lovely suit—too
bad they didn’t have your size); irony
implies the opposite of what is being
said or done through understatement;
farce, slapstick, and buffoonery involve
pranks and practical jokes; parody and
burlesque alter a story comically; and
mimicry involves imitating someone
else for comic effect.
humor in advertising use of humor
to make a product appealing, which
allows a brand to keep in step with
changing times and with changing
humor trends
huTs [see houses using television]
hybrid combination of art forms,
styles, or genres resulting in a new
form, style, or genre
hybridity in cultural theory, the
crossbreeding and intertwining of
different identities (in contrast to the
construction of self on the basis of a
single cultural model)
hype exaggerated publicity strategy
for a movie, a program, a product,
or a spectacle, designed to create
excitement
hyperbole exaggerated statement
used for effect and not meant to be
taken literally: for example, Waves as
high as mountains hit the beach
hypercard software designed by
Apple that provides users with a
processing tool consisting of “cards”
collected together in a “stack,” with
each card containing text, graphics,
and sound.
hypercommercialism increasing the
amount of advertising and blending it
into actual media content
hyperlink word, symbol, image, or
other form in a hyPertext document
that “links,” or directly transfers the
user, to another element in the docu-
ment or to another site. The hyperlink
is activated with a mouse click.
hypermedia information retrieval
system used for accessing texts,
audio, video, etc., on the world wide
web. A hypermedia navigation might
include links to music, opera, har-
mony, composers, and musicology.
hyperreality the simulation of reality
in media, perceived by some com-
mentators as more authentic than ac-
151
HYPoTHeSIS
tual reality. The term is used often in
semiotics and psychology to portray
the inability of people to distinguish
reality from fantasy, especially in
technologically advanced societies.
Some well-known theorists of hyper-
reality include semioticians J ean Bau-
drillard and Umberto eco. The main
thrust of hyperreality theory is that
the real world has been replaced by a
copy world, where we seek simula-
tion for its own sake. for example,
life within a theme park such as dis-
neyland allows people to engage in
the fantasy worlds such a park creates
and live through them temporarily.
The problem, argue Baudrillard and
eco, is that such hyperreal experienc-
es start to dominate consciousness,
making it diffcult for many humans
to distinguish between the simulation
and its object of representation. This
theme is, incidentally, intrinsic in the
1999 movie The Matrix.
hypertext system of storing text, im-
ages, and other fles that allows for
links to related text, images, etc. The
term surfaced in 1965. Hypertext
makes it easy for users to browse
through related topics, regardless
of their presented order. In Internet
browsers, hypertext links (hotlinks,
or hyPerlinks) are usually indi-
cated by a word or phrase with a
different font or color. These create
a branching structure that permits
direct, unmediated jumps to related
information.
hypertext markup language
[see html]
hypertext transfer protocol [see http]
hypodermic needle theory in media
studies, a theory that the mass media
can directly infuence behavior. The
theory claims that media are capable
of directly swaying minds with the
same kind of impact that a hypo-
dermic needle has on the body. This
theory is now largely discredited. It
has been found, for example, that me-
dia impacts are indirect and are often
mediated by group leaders. People of
different social classes come up with
different interpretations of media
products, tending to perceive them as
interpretive communities. However,
this theory is still used by some to
claim that people are infuenced by
what they watch on TV, to variable
degrees.
hypothesis an assertion that is as-
sumed to be valid or true because it
seems likely to be so; a hypothesis
is usually set forth as an assump-
tion that must be tested and proved.
The term is used in social scientifc
research on media primarily in the
expression hypothesis testing, a
method of assuming an hypothesis
(for example, television induces vio-
lence) and then conducting a study or
experiment to ascertain if the hy-
pothesis is true or false (and to what
degree it is so).
152
fIrST ITeM
iBm [see international
Business machines]
iBoC [see in-band-on-
channel]
iceberg principle in advertising, a
principle claiming that advertising
should aim its messages at the strong
needs and desires that lie hidden
deep within the psyche, in analogy
to an iceberg that is only 10 percent
visible, with the remainder hidden
below the water
icon 1. sign or symbol resembling
its referent (e.g., a star fgure stand-
ing for a star); 2. a visual image; 3.
picture of a sacred personage; 4. a
person in pop culture who is revered
(e.g., a celebrity); 5. picture on a
computer screen standing for a spe-
cifc command, function, etc. (e.g.,
icon of a fle folder)
iconography 1. the imagery used in
a work of art or a body of works; 2.
study of art that focuses on icons or
symbols in painting and sculpture.
Icons of pagan gods have been found
as far back as 3000 b.c.e. in the
Middle east. Iconography became a
main aspect of the eastern orthodox
Churches, where icons are painted
according to rules established by
ecclesiastical authorities.
iconoscope tube frst television cam-
era tube, developed in 1923
id in psychoanalytic theory, the in-
stincts, in contrast to the ego and the
suPerego. The id is defned
as part of the unconscious,
where instinctual drives
and accumulated memories
exist, infuencing behavior
refexively.
idealism philosophical theory that
physical reality does not exist inde-
pendently of human minds, which
flter it accordingly. Idealism is the
opposite of both materialism, which
claims that mental consciousness is
a purely physical phenomenon, and
realism, which claims that physi-
cal reality is independent of human
minds and can be understood objec-
tively through the senses. Idealism
starts with Plato, who maintained
that the ideas produced by the mind
imperfectly mirror physical reality.
In the eighteenth century Irish phi-
losopher George Berkeley extended
Plato’s concept by claiming, es-
sentially, that nothing exists outside
the mind, since it is the mind that
classifes matter and not matter itself.
German philosopher Immanuel Kant
also claimed that the properties of
human perception shape how reality
is understood. In contrast, G.w.f.
Hegel believed that the human mind
was capable of truly understanding
reality as it is, not as it is perceived.
ideational function of language use
of language to express or construct
ideas
ident visual image identifying
a channel that is inserted briefy
between television programs
I
153
ILLUMINATed MANUSCrIPTS
identifcation 1. form of unconscious
imitation on the part of people of what
they have seen or heard in the media;
2. ability of audiences to identify emo-
tionally with fctional characters
ideogram 1. picture sign represent-
ing an object or idea, rather than a
word: $ =dollars; & =and
ideological criticism critical reading
of a text from a specifc ideological
perspective, that is, from the stand-
point of a specifc set of assumptions,
beliefs, or viewpoints
ideological state apparatus in Marx-
ist theory, ways in which a society
imposes an ideology on its mem-
bers, either by coercion or persuasion
ideology system of thought based
on a specifc set of assumptions,
beliefs, or viewpoints that appears
to be a product of common sense,
but which is actually socially con-
structed. Those strongly committed
to a particular ideology have diff-
culty understanding and communicat-
ing with supporters of a conficting
ideology. for karl marx, ideology
referred to the ideas and values of the
ruling classes, which are reproduced
by the dominant social institutions
(the law, family, religion, education).
The term was coined in 1796 by the
french writer Antoine-Louis-Claude,
Comte destutt de Tracy to describe
his “science of ideas.”
idiolect an individual’s manner of
speaking, including pronunciation
patterns, tone of voice, and typical
choice of words
idiom expression that cannot be un-
derstood from the individual mean-
ings of its words, but in its totality:
to be born with a silver spoon in
one’s mouth; to go on a wild goose
chase
idol 1. image or statue of a deity used
as an object of worship; 2. by exten-
sion, any celebrity who is worshipped
by certain types of fans: a teen idol, a
matinee idol, etc.
illuminated manuscripts books
written and illustrated by hand, with
bright colors and precious metals.
Illuminated manuscript
154
ILLUSIoN
Illuminated manuscripts were created
as objects of luxury during the medi-
eval and renaissance eras.
illusion form (drawing, fgure, photo)
that produces an erroneous percep-
tion. People are typically fooled into
seeing AB as longer than Cd, even
though it is not. Called the Müller-
Lyer illusion, it is caused in all
likelihood by the fact that people are
accustomed to interpreting outward-
extending arrowheads as increasing
the length of lines and, vice versa,
to interpreting inward-extending ar-
rowheads as decreasing the length of
lines. In cultures where such drawing
techniques do not exist, it has been
found that the illusion does not occur.
illusionism 1. techniques designed
to make representations resemble
reality; 2. techniques that produce
illusions; 3. stage magic
illustration picture, fgure, or
diagram used to explain or decorate
something, especially written text
im [see instant messaging]
image 1. mental picture; 2. public
view of something or someone, often
intentionally instigated by advertising
or propaganda
image advertising advertising aim-
ing to make a brand or company
name easily remembered, that is, to
transform it into an image
image map graphic image on a web
site that has hyPerlinks in it that
link to another web page
image processing computer analysis of
an image, identifying its components
image schema [introduced by
American linguist George Lakoff and
American philosopher Mark Johnson]
in linguistics and media studies, recur-
ring abstract images that guide lan-
guage and perception. These function
to compress sensory information into
general patterns. for example, image
schemas derived from the experience
of orientation—up vs. down, back vs.
front, near vs. far—can be detected
in such expressions as: I’m feeling up
today; We are getting closer to each
other every day; He’s at the top of his
class; and She’s near her goal.
imagery 1. picture formed in the
mind; 2. comparisons, descriptions,
and fgures of speech that help the
mind form images; 3. expressive im-
ages used in art and media
imagined community idea that
media audiences form abstract
communities in the “mediasphere”
according to shared beliefs and
ideas that infuence how they
interpret the media. The term was
coined by the American scholar
Benedict Anderson.
An illusion form
155
IMPreSSIoNISM
imaging system software capable of
digitizing images
imaX trade name for a large-format
movie projection system with three-
dimensional technology
imC [see integrated marketing
communications]
immediacy view that a news story
will have greater impact if it refers to
a recent or ongoing event
impact scheduling practice of run-
ning advertisements for a product close
together (on radio or television) so as to
make a strong impact on audiences
impartiality being completely objective
and uninvolved in reporting the news
imperative form in advertising
technique consisting in the use of the
imperative form of verbs, creating
the sense that an authoritative source
is giving advice: for example, Just do
it! (Nike); Have a Bud! (Budweiser)
imperialism 1. extending power
and dominion, either by invasion or
by gaining political and economic
control; 2. by extension, the spread of
a particular type of media fare (such
as American media) to other areas of
the world
impressionism art style emerging in
france in the 1870s, characterized
by rich hues that allow the painter to
convey an “impression,” rather than
a realistic or exact representation, of
light and form. The subject matter
Impression, Sunrise (1872) by Claude Monet
156
IMPULSe PAY-Per-VIew
of impressionists consisted of the
objects of everyday life (landscapes,
street scenes, etc.). The principal
artists of the movement were Claude
Monet, Pierre Auguste renoir, Alfred
Sisley, Berthe Morisot, Édouard
Manet, and Camille Pissarro.
impulse pay-per-view pay-per-view
television service that makes it pos-
sible to order programs on the spot,
without advance reservation
in-band-on-channel [abbreviated as
iBoC] digital radio technology that
allows for the integrated use of digi-
tal and analog signal transmissions
incentive marketing strategy, such
as the giving away of free gifts, de-
signed to provide a favorable image
of the product or company
incidental music music composed to
be played at the same time as some
action in a flm, play, or television
program
indecency in broadcasting, any
material that depicts sexual or other
biological activities in ways deemed
unacceptable by community stan-
dards
independent flm [abbreviated as
indie] any flm that is not produced
by a major studio, but by an “inde-
pendent” producer, company, etc.
independent media media outlets
not tied to a major network or large
media system
independent phone companies local
service telephone companies that
are not affliated with a major phone
company
in-depth reporting news report-
ing that goes into detail and is well
researched
index 1. list of the contents of a print
publication; 2. in semiotics, sign
whose function is pointing out some-
thing real or imaginary in temporal,
spatial, or relational terms; for ex-
ample, the index fnger; words such
as this or that and here or there.
indicator any nonverbal cue used
during conversation, such as a frown,
scratching the head, folding the arms,
nodding, etc.
indie [abbreviation of independent]
any production or broadcast compa-
ny, group, or individual not tied to a
mainstream studio, network, or media
organization
individualism belief or social theory
maintaining that a single individual’s
freedom is as important as the wel-
fare of entire groups, communities,
societies, and the like
indoctrination any forcible imposi-
tion (overt or covert) of a particular
system of values and beliefs
induction [in contrast to abduc-
tion and deduction] logical process
of reaching a general conclusion
on the basis of particular facts; for
157
INforMATIoN ProCeSSING ModeL
example, if one measures the num-
ber of degrees in a large number of
triangles (in the plane), one comes to
the induction that there must be 180°
in all triangles—a conclusion that
remains valid unless or until proved
differently
industrial advertising advertising to
businesses, rather than to individuals
infoholic individual who has become
obsessed with information, seeking
it out constantly, especially on the
Internet
infomediary web site where special-
ized information is available
infomercial [blend of information
and commercial] extended television
commercial that mimics a television
program. often infomercials feature
celebrities who advertise a product in
talk show style.
infonesia [blend of information and
amnesia] inability to remember a
piece of information or its location
on the Internet
information 1. anything that can
be perceived, accessed, stored, and
retrieved; 2. measure of the prob-
ability that a message will occur. If a
message is expected with 100 percent
certainty, its information value is
0. for example, in a house alarm
system, the “no ringing” state is the
expected one and, thus, the one that
carries this value; the “ringing” state,
on the other hand, carries the high-
est amount of information because it
has a lower probability of (expected)
occurrence.
information architecture methods
used in designing a web site
information blizzards information
overload to which people are exposed
by media, which is diffcult to digest
and refect upon
information gap disparity in access
to information among individuals and
groups
information highway 1. computer
network, such as the Internet, link-
ing many users, making it possible
to transfer information quickly
and broadly; 2. circulation of both
personal communication and mass
media through new technologies
information line line of text running
across a computer screen providing
information about the program being
executed or the fle being used
information management task of
controlling information and its fow
within an organization or system
information overload according to
one view, the excess information that
information technology has pro-
duced, which is too much for people
to use intelligently or even practical-
ly, and which may have deleterious
effects on social systems
information processing model ad-
vertising model evaluating the effects
158
INforMATIoN reTrIeVAL
of an advertising strategy directed at
audiences who are identifed as being
effective in processing information
information retrieval process of
using or manipulating a database in
order to extract some specifc infor-
mation from it
information science science that
concerns the production, compila-
tion, structuring, storage, retrieval,
and propagation of information.
The feld is interdisciplinary, utiliz-
ing ideas and techniques from other
cognate disciplines (computer sci-
ence, linguistics, etc.). Today, most of
the research within the feld revolves
around how to use computer-based
methods in the organization of in-
formation. It also includes the study
of bibliometrics, the discipline that
measures such things as the growth
or decline in the number of books on
a specifc topic.
information society world order in
which the exchange of information
(more than goods) shapes social and
economic systems
information superhighway [variant
of information highway]
information technology range of
computer-based media systems and
telecommunication, including radio,
television, print, and the Internet
information theory any theory
attempting to explain what informa-
tion is, how it is processed, what its
uses are, etc. Perhaps the frst true
theory of information was the one put
forward by claude shannon in the
late 1940s, known as the bull’s-eye
model, because it depicts informa-
tion transfer as a closed system
between a sender directing a mes-
sage at a receiver as if he or she were
a bull’s-eye target. Although many
have since been critical of the uses
of this model to explain how human
communication works, its general
outline and corollary notions, espe-
cially that of feedback, have proved
to be useful in all areas of communi-
cation science.
information worker individual who
works with information in some way,
such as creating web pages or con-
structing computer databases
informational appeal advertising
technique describing the demonstra-
ble characteristics of a product (how
it works, how it is made, and so on)
infotainment [blend of information
and entertainment] television or
other media form of entertainment
based on presenting factual informa-
tion in an engaging way
inherent drama advertising utilizing
a mini-drama style that emphasizes
the benefts that accrue from purchas-
ing a product, such as the nutritional
value of a food or the gas-saving
quality of a car
inheritance factor tendency for
ratings of a program to rise if it is
159
IM
aired after a popular program; the
rise is said to be “inherited” from the
preceding program
in-house agency advertising agency
that is owned and operated by a
company to manage its advertising
program
in-line graphic image that is part of a
web page
innis, harold (1894–1952) Canadian
historian famous for his studies of the
interrelation between culture, media,
and technology. Innis divided media
into time-biased and space-biased
media. The former include handwrit-
ten and oral media that are intended
to last for many generations, but are
used in relatively small communities;
the latter include most of the modern
electronic and print media, which are
designed to reach as many people
as possible, but will typically not
last long in time. while time-biased
media favor a sense of community,
space-biased media favor commer-
cialism and imperialism. Among his
most important works are Empire and
Communications (1950); The Bias
of Communication (1951); and The
Strategy of Culture (1952).
inoculation effect ability of audiences
to resist being persuaded by a com-
mercial, a news program, etc., if they
are warned beforehand that an attempt
to persuade them is about to occur
input information introduced into a
computer system that allows a user to
achieve an output, that is, a desired
result
input hardware computer devices
or systems that allow for information
to be introduced into a computer,
including a mouse, a keyboard, an
optical scanner, a voice recognition
module, and the like.
inquiry test in advertising, a test
measuring the effectiveness of an ad
or ad campaign based on responses
to it
insert shot close-up shot of a
headline or some other item that is
inserted into a flmed scene in order
to show the viewer what a character
in the scene can see
inside back cover page on the inside
of the back cover of a publication that
can be used for advertising and vari-
ous information-providing purposes
inside story reportage based on the
frsthand experiences of those who
are inside a company or organization
in the news
instant book in the book industry,
strategy of publishing a topical book
as quickly as possible after a major
news story
instant messaging [abbreviated as
im] real-time communication be-
tween two or more people based on
typed text, which is transmitted via
the Internet. An early form of IM was
used on private computer networks
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INSTANT rePLAY
such as the Plato system of the early
1970s. IM systems were used by
engineers and academics in the 1980s
and 1990s to communicate across the
Internet. IM became a popular form
of communication after mobile IM
devices, such as palm pilots, came
onto the market en masse.
instant replay playback of a video,
often in slow motion, to show a par-
ticular moment in a sports event on
television
institution in media studies, the
social, cultural, and political sys-
tems within which a media system
operates
institutional advertising the promo-
tion of an organization rather than a
product
integrated information response
model claim that product acceptance
is not necessarily a result of advertis-
ing’s effect on the way the product
is perceived, but rather that product
acceptance will tend to increase after
the product has been tried
integrated marketing communica-
tions [abbreviated as imC] market-
ing campaign that integrates public
relations strategies, advertising, and
other aspects together for greater ef-
fectiveness in product promotion
intellectual property original work
that was created, and thus belongs to,
an individual, institution, or compa-
ny. The main methods used to protect
intellectual property are trademarks,
patents, and copyright.
intelsat [see international
Telecommunications satellite
organization]
interactive any piece of software or
computer system that allows easy
communication between the user and
computer
interactive advertising advertising
that is sensitive and thus adaptive to
input from the audience through the
Internet
interactive media media that allow
for two-way communication be-
tween the media and users (such as
viewers), enabling users to obtain
responses in real time
interactive multimedia multimedia
system that allows users to control a
program, or else to control the way a
program works
interactive television [abbreviated as
iTV] system integrating television,
telephone, and Internet systems to
deliver a wide range of choices to a
viewing audience
interactivity ability to participate
in, or control, media products, rather
than passively receive them
intercultural communication com-
munication between people from dif-
ferent social, linguistic, and cultural
backgrounds
161
INTerNeT
intercutting going back and forth
between flmed scenes or shots of
actions occurring at different time
periods to give the impression that
they are simultaneous
interdiction technology technology
that descrambles pay channel cable
television signals
interface software that allows com-
munication between a computer
and a user, including commands,
prompts, and other such devices. The
term is also used to refer to hardware
(cards, plugs, and other devices)
that allows the computer to move
information.
interference unwanted signals from
other sources, disrupting radio or
television reception
interjection sound or expression
conveying a strong emotion: Yikes!
Wow!
intermercials commercials that run
while users are waiting for a web
page to download
international Business machines
[abbreviated as iBm] computer man-
ufacturer, headquartered in Armonk,
New York, incorporated in 1911 as
the Computing-Tabulating-recording
Co. It chose its present name in 1924.
web site: www.ibm.com
international Phonetic alphabet
[abbreviated as iPa] list of more than
80 phonetic symbols, frst devised
in the late nineteenth century by the
International Phonetic Association, to
make it possible to represent sounds
as accurately and consistently as pos-
sible. for example, [k] stands for the
same sound represented alternatively
by the alphabet characters k, ch, and
q in english: keen, school, quiet.
international Telecommunications
satellite organization [abbreviated
as intelsat] world’s frst commercial
satellite operator, established in 1965.
web site: www.intelsat.com
internaut an Internet user, especially
a regular one
internet the “network of networks”
that connects millions (perhaps bil-
lions) of computers around the world.
Networks connected to the Internet
use a common protocol, TCP/IP
(Transmission Control Protocol/Inter-
net Protocol), which allows them to
have unique addresses and to com-
municate easily with one another.
The Internet grew out of a defense
department program called ArPA-
NeT (Advanced research Projects
Agency Network), established in
1969 with connections between
computers at the University of
California at Los Angeles, Stanford
research Institute, the University of
California–Santa Barbara, and the
University of Utah. ArPANeT was
used by researchers and especially
to provide a secure communications
system in case of war. As the network
expanded, academics and researchers
in other felds began to use it as well.
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INTerNeT ProToCoL
In 1971 the frst program for send-
ing e-mail over a distributed network
was developed. By 1973, the year
international connections to ArPA-
NeT were made, e-mail represented
most of the traffc on ArPANeT.
The 1970s also saw the develop-
ment of the TCP/IP communications
protocols, which were adopted as
standard protocols, leading to the
widespread use of the term Internet.
In 1984 the domain name addressing
system (.com, .net, and the like) was
introduced. In 1988 real-time com-
munication over the Internet became
possible with the development of In-
ternet relay Chat protocols. In 1989
the World Wide Web was created,
leading to the proliferation of web
sites and users by the mid-1990s. By
1997 there were more than 10 million
hosts on the Internet and more than
one million registered domain names.
Internet access can now be gained via
radio signals, cable-television lines,
satellites, and fber-optic connections,
in addition to the public telecommu-
nications network.
internet protocol standard that
allows digital computers to com-
municate over long distances. on the
Internet, information is broken down
into small packets, sent individually
over different routes at the same time,
and then reassembled at the receiving
end. Protocols collect and reassemble
the packets and then send them to the
desired destination.
internet radio online radio station
that either simulcasts versions of on-
air radio broadcasts over the world
wide web, or else creates its own
programming
internet relay chat software that
allows Internet users to join conver-
sations or chats organized in an infor-
mal way around particular subjects at
specifc web sites
internet service provider [abbrevi-
ated as isP] company that provides
Internet connections and services.
ISPs provide computer users with a
connection to their site, as well as
a log-in name and password. They
may also provide software packages,
e-mail accounts, and a personal web
site. ISPs are all connected to each
other through network access points
(public network facilities on the
Internet backbone).
internet telephony system that al-
lows users to make phone calls using
the Internet. To make calls, users
need to install a sound card, micro-
phone, and loudspeaker in their com-
puters, along with special software
that manages the system
internet television online television
station that either simulcasts versions
of on-air television broadcasts over
the world wide web, or else creates
its own programming
interpellation [term coined by
louis althusser] in Marxist theory,
style or register in which people are
addressed in conversation, which
relates to their position in society.
163
INTrANeT
interpersonal communication
exchange of information between
individuals, using not only language,
but also other modes, such as gesture,
body posture, and so on
interpersonal framing signals that
inform people who are talking to each
other whether or not the conversation
is serious and what purpose it has
interpersonal function of language
use of language to bond with others,
as opposed to its use for exchanging
information
interpretant [term coined by
Charles Peirce] the meaning that
someone perceives from a sign
interpretation 1. deciphering what
something means; 2. an individual’s
understanding and/or execution of
a work (of art, music, or theater)
through acting, performing, etc. (for
example, a pianist’s interpretation of
Bach’s preludes and fugues)
interpretive community group of
people who interpret a text or media
product homogeneously
interpretive journalism news report-
ing that explains events in the light of
broader social or philosophical issues
interstitial advertisement in cy-
beradvertising (advertising online),
use of images that seem to appear
and disappear mysteriously on the
screen as users click from one web
page to the next
intertextuality interrelation of a text
(such as a novel) with other texts
external to it (such as a religious text,
a scientifc text, etc.). An external
text can be cited directly (as in a
bibliographic reference in a scholarly
paper) or indirectly, as for example,
Homer’s Odyssey in J ames J oyce’s
Ulysses. In advertising, intertextual-
ity involves allusions to pop culture,
other ads, and the like.
intervention video fctional or
documentary video produced to raise
awareness about a specifc social or
political issue
interview encounter during which
a journalist or a radio or television
announcer asks someone relevant
questions about a topic
intimization technique of making a
news story more appealing by adapt-
ing it to refect widely held views or
beliefs on the part of audiences
intonation melodic patterns built
into utterances for specifc effects or
communicative purposes (to express
surprise, doubtfulness, etc.). In many
languages, intonation also serves a
grammatical function, distinguish-
ing one type of phrase or sentence
from another. Thus, You like it is an
assertion when spoken with a drop in
pitch at the end, but a question when
spoken with a rise in pitch at the end.
intranet private computer network,
providing members with Internet and
world wide web features, such as
164
INTrANSIeNT AdVerTISeMeNT
e-mail and web pages. By sealing the
intranet off from the larger Internet,
people can protect information from
unwanted and possibly criminal
sources. As security issues have
arisen around the Internet, intranets
have gained in popularity, particu-
larly among businesses.
intransient advertisement adver-
tisement that the target audience can
keep; for example, the ads in news-
papers and magazines
intrapersonal communication
internal dialogue (talking to
oneself)
inverted-pyramid style reporting
style in which news stories are struc-
tured and presented, starting with
the most important items and ending
with a short background piece
investigative reporting type of
reporting in which a journalist does
research to expose someone or
something for engaging in incorrect
behavior and to reveal who is trying
to cover it up
invisibility underrepresentation
of certain minority groups by the
mainstream media, thus making
them “invisible” to the majority of
audiences
iP terminal special unit that allows
users to create and edit video before
transmitting it to the main page
iPa [see international Phonetic
alphabet]
iPod trade name for a portable device
designed and marketed by Apple
Computer onto which users can
download music or programs;
by extension, any such device
irony amusing or subtly mocking
phrase or statement in which the
literal meaning stands in opposi-
tion to the intended meaning. for
example, if an opera singer goes
off key a few times, someone in the
audience might shout out ironically
“You sure know the song well!” By
extension, the term is used to refer
to any mocking or incongruous text
or performance. for example, when
a character knows something that
the other characters do not know, a
sense of irony is evoked. In Oedipus
Rex by Sophocles, oedipus kills a
man, not knowing that the man is his
father Laius. oedipus puts a curse on
Laius’s killer. The irony is that he has
unsuspectingly cursed himself.
isP [see internet service provider]
iTV [see interactive television]
165
J UNG, CArL GUSTAV
J akobson, roman (1896–
1982) Moscow-born Ameri-
can linguist well-known for
his work on communication
theory, often quoted in me-
dia studies. J akobson saw
language as an adaptive communica-
tive instrument serving human needs
and whims, and infuenced by the
structure of cultural codes. A com-
prehensive collection of his writings
can be found in Selected Writings
(1971–1982).
J ameson, frederic (1934–) promi-
nent Marxist theorist well-known
for his works on Postmodernism.
Among his most infuential books are
Marxism and Form: Twentieth Cen-
tury Dialectical Theories of Litera-
ture (1971) and Postmodernism, or
the Cultural Logic of Late Capitalism
(1991).
jargon specialized vocabulary used
typically by members of a profession
or line of work (doctors, musicians,
psychologists, etc.): for example,
perorbital hematoma = black eye, in
medicine; licorice stick = clarinet,
among jazz musicians. By extension,
any form of pretentious or hollow
language.
J ava programming language used to
create tiny programs that give addi-
tional versatility to web page design
jazz musical form, often improvisa-
tional, developed by African Ameri-
cans. The specifc origins of jazz are
not known. It emerged as an amal-
gam of several styles in
New orleans at the start of
the 1900s, including west
African music, black folk
music, and light classical
music popular in the late
nineteenth century. Most early jazz
was played by small marching bands
or by solo pianists. In 1917 a group
of white New orleans musicians
called the original dixieland J azz
Band recorded a jazz phonograph
record, creating a sensation; the term
“dixieland jazz” was immediately at-
tached to it. In 1922 the New orleans
rhythm Kings, and in 1923 the Cre-
ole J azz Band, led by cornetist King
oliver, became popular throughout
the United States. The term “cool
jazz” surfaced 1948, when tenor
saxophonist Stan Getz recorded a
slow, romantic solo of ralph Burns’s
composition Early Autumn with the
woody Herman band. This style was
adopted by a group of young musi-
cians that included Miles davis, Lee
Konitz, Gerry Mulligan, and arranger
Gil evans. Their recordings empha-
sized a lagging beat, soft instrumental
sounds, and unusual orchestrations
that included the french horn and the
tuba. The recordings, with davis as
leader, were later released as Birth of
the Cool.
jazz journalism lively form of popu-
lar tabloid journalism of the 1920s
J ensen, klaus Bruhn (1956–)
expert on the research methodolo-
gies used in communication theory,
often quoted on matters regarding
J
166
J INGLe
the use of such methodologies in the
feld. His most cited book is Hand-
book of Qualitative Methodologies
for Mass Communication Research
(1991; coauthored with Nicholas w.
J ankowski).
jingle brief and catchy piece of mu-
sic, composed to advertise a product
or to identify a station or a presenter
jive jazz-based swing dance popular
in the 1930s and 1940s
J oa [see joint operating
agreement]
joint operating agreement [abbrevi-
ated as J oa] agreement that allows a
failing newspaper to merge aspects of
its operations with a successful com-
petitor, as long as its editorial and
journalistic operations and perspec-
tives remain unaltered
J oint Photographic experts group
[abbreviated as jpeg] computer
format for images that allows users to
compress data, albeit with some loss
of quality
journal magazine or periodical
that deals with an area of special or
specialized interest, generally pub-
lished by a professional body for its
members
journalese type of communication
style characteristic of journalists
journalism writing, collection,
preparation, and distribution of news
and related commentary through me-
dia. The term was originally applied
to the reportage of current events in
printed form, specifcally newspa-
pers, but it now includes electronic
forms as well (radio journalism, tele-
vision journalism, online journalism).
journalist person whose job it is to
write for a newspaper or magazine, or
to prepare news for radio, television,
or web broadcasting
joystick handheld control lever hav-
ing an upright stick on a pivot, used
to play computer games
jpeg [see J oint Photographic ex-
perts group]
jukebox machine that plays records
when a coin is inserted, invented in
1906. The term jukebox referred to
the original kinds of places that main-
tained such machines, called “juke
joints.” By 1941 there were nearly
400,000 jukeboxes in the United
States. The jukebox became an icon
of the early rock culture of the 1950s,
soon after the Seeburg Company
produced the frst jukeboxes in 1950
to play 45 rpm singles.
jump cut cut from one shot in a flm
to another similar shot within the
same footage, giving the impression
that something has jumped, thus forc-
ing the audience to refect on what
had occurred just before.
jumpstation web site that provides
links to other web sites
167
J UNK MAIL
J ung, Carl gustav (1875–1961)
Swiss psychiatrist whose concept of
the archetyPe has become widely
used in media and advertising stud-
ies. J ung saw archetypes as uncon-
scious thought patterns shared by
all humanity, which gain expression
in the various symbols and forms
(myths, tales, fantasies, rituals, etc.)
that embody them across cultures:
for instance, the phallus fgure
is an archetype found in rituals,
sculptures, and other representa-
tional forms throughout time
and across cultures, normally as
a symbol of reproduction or of
masculinity.
junk mail unsolicited advertising
and promotional material that arrives
through the mail and through the
Internet
168
fIrST ITeM
kant, immanuel
(1724–1804) German
philosopher, famous for his
theory of knowledge. In his
Kritik der reinen Vernunft
(1781; Critique of Pure
Reason), for example, Kant discusses
the nature of knowledge in math-
ematics and physics, arguing that the
propositions of mathematics encode
real experience, refecting the mind’s
unique ability to grasp reality and then
formalize this grasp through formal
categories (such as propositions).
karaoke form of entertainment in
which people sing popular songs
accompanied by pre-recorded music,
played by a machine that may also
display the words on a screen
katz, elihu (1926–) eminent media
scholar who co-created the tWo-
steP floW theory model of media
processing. Among his most infuen-
tial works are The Export of Meaning
(1990) and Media Events: The Live
Broadcasting of History (1992).
kennedy-nixon TV debate famous
television debate between richard
M. Nixon and J ohn f. Kennedy that
turned the 1960 U.S. presidential
election in favor of Kennedy. People
who heard the debate on radio main-
tained that Nixon had won it, coming
across as the better candidate; those
who saw it on television claimed the
opposite. Nixon looked disheveled
and worried; Kennedy looked conf-
dent and came across as a young and
handsome “president of the future.”
Kennedy went on to win the
election; a debate emerged
in media studies shortly
thereafter on the effects of
television on viewers.
keyboarder person whose job it is to
input data in a computer
keyed advertisement advertisement
that asks its viewers to write down a
specially coded address that will in-
dicate where they saw it, thus helping
advertisers glean the effectiveness of
advertising in a particular newspaper
or magazine
kidvid video aimed at children
kilobyte unit of computer memory
equivalent to 1,024 bytes
kinescope early television pic-
ture tube developed by vladimir
zWorkyn for rCA
kinesics study of body language,
that is, postures, gestures, touch
patterns, and the like and the mes-
sages that they convey during human
interaction. Kinesic communication
is partly based on innate signaling
systems, but in larger part on cultural
traditions (handshaking, touching,
etc.).
kinetoscope parlors early movie
parlors that used a motion picture
device called a kinetoscope, which
was encased in a wooden cabinet
and which could be viewed through
a slit
K
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KULeSHoV effeCT
kiss [full form: keep it short and
simple] advertising philosophy that
the best type of advertising message
is one that is concise and clear
kitsch a form of entertainment or art
that is considered to be in poor taste
or lacking aesthetic quality
knowledge gap view that those who
already are knowledgeable (educated,
well-informed) receive more beneft
from the media and new informa-
tion technologies than those who
are not—hence the formation of a
“knowledge gap” between the two
kristeva, J ulia (1941–) Bulgarian-
born french feminist scholar whose
work on intertextuality is widely
quoted. Using psychoanalytic theory,
Kristeva has also been concerned
with the representation of otherness,
especially in horror flms. one of her
most quoted books is Language:
The Unknown (1989).
kuleshov effect theory, proposed
by russian flm theorist Lev Kule-
shov, that a single shot or piece of
flm can be given a different interpre-
tation when shown next to another
one
170
fIrST ITeM
label 1. the identifying ele-
ment of a product, package,
or other item; 2. trademark
used by a record company:
for example, the rCA label,
the Naxos label
Lacan, J acques (1901–1981) french
psychoanalyst who claimed that the
unconscious part of an individual’s
mind refects the structure of the lan-
guage he or she speaks. Lacan also
divided the psyche into three levels—
the imaginary, the symbolic, and the
real. His ideas have recently been
applied to the study of pop culture,
which is portrayed as a symbolic
bridge between the imaginary and the
real world. His major concepts are
found in Écrits: The First Complete
Edition in English (2006).
lampoon satirical work designed to
ridicule something or someone. one
of the best-known U.S. publications
written in the style of a lampoon is
Mad Magazine.
Lan [see local area network]
landing page web page where a user
arrives, normally via a hyPerlink
Langer, susanne (1895–1985)
American philosopher often quoted
in media studies because of the
important distinction she made
between the discursive symbols used
in language and the nondiscursive or
presentational ones used in various
forms of art. The former possess the
property of detachment, allowing
communicators or readers
to focus on specifc items in
utterances without impair-
ing overall understanding;
the latter, on the other hand,
cannot be broken down
and detached without impairing the
meaning—one cannot focus on a note
in a piece of music without destroy-
ing its sense.
language [from Latin lingua, mean-
ing “tongue”] as its etymology
suggests, language can be defned
as the “use of the tongue” to create
meaning-bearing forms called words,
phrases, and sentences. wherever
there are humans, there is language.
And all languages serve humans in
similar ways, such as naming (and
thus classifying) the things of reality
that are relevant and meaningful to
them. There are about 6,000 lan-
guages spoken in the world today,
not including dialects (local forms
of a language); of these, only around
200 languages have a million or more
speakers. All languages share fve
basic characteristics: (1) distinctive
sounds, known as phonemes, which
are used to signal differences in
meaning; (2) meaning-bearing units
known as morphemes; (3) grammati-
cal structure (rules for combining
morphemes into larger forms called
sentences and utterances); (4) strate-
gies for using language in various
personal and social ways; and (5)
resources for making new words and,
thus, new meanings. Most languages
use from 20 to 60 vocal sounds to
make their words, indicating that
L
171
LATe NIGHT
vocal sounds are not meaningful
elements in themselves, but rather
that they are building blocks in the
constitution of larger structures (such
as words). words are units of sounds
that have meaning, standing for
objects, actions, or ideas. Grammati-
cal structure is the manner in which
words are related to each other to
form larger units of meaning such as
sentences. The strategies for using a
language for various purposes, such
as communication and representation,
are the result of traditions that are
deemed important by a speech com-
munity. finally, language provides
the means through which people can
adapt creatively to new situations and
experiences. every time we come up
with a new word, we are acknowl-
edging that a small part of the world
has changed.
language pollution use of language
to confuse or mislead
langue [term coined by ferdinand
de saussure] native speakers’ un-
conscious knowledge of the structure
of the language they speak. Saussure
compared langue to the rules of
chess. No matter how well or poorly
someone plays, his or her ability to
play chess in the frst place is depen-
dent on an unconscious knowledge
of the chess game itself. Now, the
actual moves he or she makes dur-
ing a specifc chess game depend
on factors that are external to this
knowledge, involving how best to
respond to an opponent’s moves, re-
lying on past experience to come up
with an appropriate move, and so on.
Analogously, the ability to speak and
understand a language is dependent
upon knowing the language game
itself (langue); whereas the actual use
of langue in specifc social situations
depends upon psychological, social,
and communicative factors. He called
the latter parole.
LaPs test [full form: literary,
artistic, political, scientifc value
test] a standard of obscenity estab-
lished in Miller v. California (1973),
whereby a work is considered to be
obscene if it lacks serious literary,
artistic, political, or scientifc value.
In the late 1960s a California court
found Marvin Miller guilty of send-
ing obscene unsolicited advertising
material through the mail. In 1973
the case reached the Supreme Court;
the Court ruled that states may censor
material if they apply the LAPS test.
As a result, standards for obscenity
differ widely in different parts of the
country.
Lasswell’s model of communica-
tion a model of communication
theory formulated in 1948 by Harold
Lasswell, which stipulates that the
roles played by the communicants,
the nature of the channels they are
using, what they are saying, to whom
they are saying it, and the effect it is
supposed to make are pivotal factors
in shaping the message that is com-
municated
late night time period in radio and
television scheduling after Prime
172
LATeNCY
time, and thus late at night, charac-
terized by programming with contro-
versial and/or bawdy content
latency period of dormancy in which
a complex of thoughts, feelings, or
mental images remain undeveloped
or unexpressed; 2. amount of time it
takes data to move across an Internet
connection
Latin american music popular mu-
sic genres created by Latin American
artists, such as the tango, the rumba,
the samba, the salsa, and others. Lat-
in American music has always had
an important infuence on the popular
music of the United States. Since the
1950s, a number of Latin American
rock music performers have injected
a Latin American style into rock
music generally, gaining widespread
popularity. These include ritchie Va-
lens, Carlos Santana, Gloria estefan,
and the group Los Lobos.
laugh track pre-recorded laughter
that is added to a sitcom or comedy
program in appropriate spots
law of primacy theory that the initial
argument that is presented to audi-
ences will stand a better chance of
convincing them than will subsequent
ones
layout design of a printed page or a
web page, showing the position of
text and graphics
Lazarsfeld, Paul (1901–1976)
widely quoted media scholar who
pioneered the study of the effects
of media on audiences. with elihu
katz, he created the tWo-steP floW
model. His most important work is
The People’s Choice: How the Voter
Makes Up His Mind in a Presidential
Campaign (1944).
lead 1. main story on the front page
of a newspaper; 2. main role in a
play, movie, or program
lead-in introductory piece before
a program or segment on radio or
television
leak disclosure of confdential infor-
mation to the media
leased channels in cable television,
channels that allow customers to buy
time for producing their own programs
or for presenting their viewpoints
leased line line hired from a telecom-
munications company providing a
permanent link to an Internet service
provider
legend [see also urban legend] 1.
story (often about a heroic fgure)
popularly believed to have a histori-
cal basis, but which is not always
verifable (for example, the legend of
King Arthur and the Knights of the
round Table); 2. by extension, any
personage or celebrity whose fame
has become enduring through media
exposure
legitimation process by which cer-
tain values, ideas, beliefs, or opinions
173
LexICoN
pass into the mainstream of public
opinion
leitmotif 1. melody associated
with a character, situation, or ele-
ment in a musical drama or opera;
2. any recurring theme in a poem,
a novel, a TV sitcom, a movie, etc.
even though the German composer
richard wagner did not use this term,
it is often applied to the study of his
operas, in which specifc melodic
phrases are used to identify charac-
ters or themes.
lemma heading or entry that indi-
cates the topic of a work or passage
(for example, a heading title on a
book page indicating the title of the
book)
letterhead 1. stationery with a
printed heading that a company, indi-
vidual, or institution uses for offcial
letters and documents; 2. the printed
heading that appears at the top of a
letterhead
Lévi-strauss, Claude (1908–)
Belgian-born french anthropologist
whose notion of mythic opposition is
often quoted in the media literature.
Lévi-Strauss saw innate oppositions
in human consciousness—such as
good vs. evil, mother vs. father—as
the motivating forces in the cre-
ation of early myths and thus of the
foundations of early cultures and
languages. Such oppositions continue
to surface in modern-day represen-
tational, linguistic, symbolic, and
ritualistic activities. Among his most
infuential works are Anthropologie
structurale (1958; Structural Anthro-
pology, 1963) and Le cru et le cuit
(1964; The Raw and the Cooked,
1969).
lexicography study and craft of
dictionaries and dictionary making.
dictionaries are generally subdi-
vided into general, specialized, and
thesauruses. A general dictionary
contains defnitions and information
on everyday language and selected
technical terms; a specialized diction-
ary provides technical information on
terms used in a particular feld (math-
ematics, physics, medicine, law, etc.);
a thesaurus contains, essentially, lists
of synonyms and antonyms. The
information provided by a diction-
ary may include the history of words
(known as etymologies), associated
idioms and expressions, dialectal
variants, slang, and the like. Bilin-
gual dictionaries translate the words,
expressions, and phrases of one
language into another. Today, there
are various online dictionaries that
have the advantage (over print ones)
of providing updated information
daily. for this reason, many lexicog-
raphers are predicting the demise of
both the print dictionary and the print
encyloPedia, which can only be
updated by revisions and subsequent
republication.
lexicon 1. list of special terms used
in a particular feld (lexicon of math-
ematics, lexicon of literary terms,
etc.); 2. total stock of words, phrases,
and expressions in a language
174
LIBeL
libel 1. false and malicious statement
that damages a person’s reputation;
2. published or broadcast statement
that unjustifably exposes someone to
ridicule or derision
libertarianism philosophy asserting
that good and rational people can tell
right from wrong if presented with all
the facts. for this reason any form of
censorship is seen to be unnecessary.
Libertarians maintain that control
of the media does not belong to the
government but to the people whom
the media serve.
libido in psychoanalysis, the energy
associated with the instincts that
motivate a large part of behavior.
The term was coined by sigmund
freud, who posited that the libido
develops in stages: in the oral stage,
the infant gets pleasure from activi-
ties such as breast suckling; in the
anal phase, the child gets pleasure
from being able to control bowel
movements; in the genital phase,
which starts at around puberty,
sexual urges dominate the libido.
This notion has been used occasion-
ally in advertising studies to explain
how some kinds of ads are designed
to stimulate the libido.
library music music for flms or
television shows that is available for
a fee from a specialized library
license 1. permission to engage in a
business or other regulated activity;
2. permission to operate a specifc
radio frequency
Liebes, Tamar (1943–) often- quoted
scholar on the effects of media on
audiences and on the processes
involved in the decoding of media
texts. Among her most infuential
works are Media, Ritual, and Identity
(as editor, with J ames Curran, 1998)
and The Export of Meaning (with
elihu Katz, 1990).
lifestyle segmentation way of group-
ing audiences according to their hab-
its, the kinds of music they like, etc.
light viewer in media research
parlance, a person who watches very
little television
lighting equipment and techniques
used for lighting a play, a movie set,
or a television set. As such, it is part
of the overall flm text, being used to
bring out various meanings, empha-
ses, nuances, etc., that the text is
designed to produce.
limited effects theory view that the
effects of media on people are limited
by variables such as class, education,
cultural background, and age. essen-
tially, the theory argues that the mass
media have relatively few effects on
people.
line producer member of a flm
production team responsible for the
daily operations, such as procur-
ing technical help and ensuring that
maintenance is carried out
linear perspective art technique by
which the perception of depth and
175
LINGUISTIC reLATIVITY HYPoTHeSIS
distance on a surface is produced by
parallel lines that converge on the ho-
rizon. The technique simulates visual
perception by showing images in the
same perspective as we see them in
the real world—in visual perception,
distant objects appear smaller and
less distinct than near objects.
lines speech or dialogue that an actor
has to deliver
linguistic competence abstract
knowledge of language. This term
was coined by the American linguist
noam chomsky, who defned it as
the innate knowledge that people
employ unconsciously to generate
and comprehend sentences, most of
which they have never heard previ-
ously. Chomsky proposed a system
of analysis, which he called transfor-
mational-generative grammar, that
would allow the linguist to identify
and describe the general properties of
linguistic competence, sifting them
out from those that apply only to par-
ticular languages. The former, called
universal principles, are purported to
be part of a species-specifc language
faculty that has genetic information
built into it about what languages
in general must be like; the latter,
known as parameters, are said to
constrain the universal principles to
produce the specifc language gram-
mar to which the child is exposed.
Although Chomsky assigns some role
to cultural and experiential factors,
he maintains that the primary role of
linguistics must be to understand the
universal principles that make up the
speech faculty.
linguistic relativity hypothesis a
claim that language shapes world-
view. The hypothesis has a long
history, going back to the ancient
world. It was in the eighteenth
century, however, that it came to
be discussed and debated formally
by language scientists and philoso-
phers, such as J ohann von Herder,
who claimed that there was an
intrinsic link between language
and ethnic character, and wilhelm
von Humboldt, who argued that
the grammar and vocabulary of a
specifc language shaped the thought
and behavior of the people born into
it. In the frst part of the twentieth
century, anthropologist edward
Sapir and his student Benjamin Lee
whorf researched native American
languages to test the validity of the
hypothesis, coming to the conclu-
sion that languages do indeed seem
to guide how people think and act.
Given the importance of their work,
the hypothesis is now also known as
Sapir-whorf hypothesis. The Sapir-
whorf version of linguistic relativ-
Box in linear perspective
176
LINGUISTICS
ity claims that the grammar and
vocabulary of a particular language
provide the cognitive strategies
for interpreting reality, since they
make available words and structures
for certain specifc events, while
ignoring others. This does not block
understanding among speakers of
different languages, as translation
and paraphrases demonstrate. But it
does show that there is diversity in
human language that refects diver-
sity in cultural and psychological
experiences.
linguistics the science of language.
Linguists study the formal aspects of
language (sound systems, grammar,
vocabulary, and so on), its uses in
communication, its relation to cogni-
tion, and its interrelation with culture
and society.
links speech excerpts that introduce
the next item in radio and television
programming
linotype older technology that was
used to carry out the mechanical
setting of print type (rather than
manual)
lip-sync [full form: lip synchro-
nization] technique of mouthing a
recorded statement or a song without
actually speaking or singing, giving
the illusion that one is performing it
live
listenership number and type of
people who listen to a radio broad-
cast or station
listening share share of total radio
audience that is faithful to a specifc
radio station
listings information on what a spec-
tacle or event will contain (venue of
performance, times, admission prices,
contact details)
listserv Internet discussion group
whose members use e-mail or instant
messaging to exchange messages
among themselves and/or with other
groups
literacy 1. ability to read and write
a language profciently; 2. by exten-
sion, any ability to decipher texts
(media literacy, visual literacy).
Those who cannot read and write are
called illiterate. It is believed broadly
that without literacy, people’s ability
to function in society diminishes
considerably. The worldwide literacy
rate has risen since 1900. By the
mid-1990s, 73 percent of the world’s
population was thought to be literate.
with the advent of the Internet, more
and more people are becoming liter-
ate than ever before in the history of
humanity. Models and perception of
literacy are shaped by the medium in
which the written word is expressed.
The Internet and the many devices
that it has permitted for recording and
sending messages is reshaping how
the written word is being used and
thus how literacy will eventually be
redefned in the near future. In effect,
the world wide web is fast becoming
the new platform upon which linguis-
tic and stylistic trends will emerge.
177
LoBBYING
literal 1. following the exact words
of the original (for example, a literal
translation); 2. interpreting words
concretely, without exaggeration or
imagination. A word such as square
has the literal meaning “plane fgure
constructed with four equal lines
meeting at right angles.” But it can
also be used with other meanings, as
in He’s a real square and We fnally
squared our differences.
literary criticism discipline con-
cerned with the study of literature.
western literary criticism began with
Plato. Subsequently, aristotle
developed a set of principles of liter-
ary analysis that is still used today,
including the distinction between the
literal and the metaphorical. Since
the renaissance, literary criticism
has primarily focused on the value
of literature as an imaginary frame
for viewing reality. In the twenti-
eth century, a radical reappraisal of
traditional critical techniques crystal-
lized, leading to the development of
deconstruction and Poststruc-
turalism, among other approaches.
literary journalism style of journal-
ism that presents stories by adapting
fctional storytelling techniques to
nonfctional materials
literature 1. in its broadest sense,
everything that has ever been writ-
ten, including comic books and
pamphlets, as well as the novels of
fyodor dostoyevsky and the plays of
william Shakespeare; 2. in a narrow-
er sense, writing considered to have
worth and aesthetic qualities. Litera-
ture has two main forms: fction and
nonfction. The former is imaginary
writing, even though authors may
include facts about real persons or
events; the latter is factual writing
about real-life situations, including
such genres as history, biography,
autobiography, and the diary.
litotes rhetorical technique of under-
statement, especially by employing a
negation of the contrary: for example,
I received not a few e-mails on that
issue; This is no insignifcant problem
Little Three studios [in contrast
to the Big five] Columbia, United
Artists, and Universal motion pic-
ture production studios, which had
smaller production operations than
the Big five
live broadcasting of an event as it
unfolds
live shot flmed event that is broadcast
live without a presenter at the scene
live voiceover commentary for a pre-
recorded video, often used in news
reporting
LiveJ ournal web site that allows us-
ers to create and modify their social
network sites and web pages
lobbying action taken by a group of
supporters and representatives of a
particular cause or organization to
gain the support of a political party, a
media organization, or an individual
178
LoCAL ACCeSS ProGrAMMING
local access programming televi-
sion programming selected and/or
produced within communities and
aired on channels provided to the
community by the cable television
operator
local area network [abbreviated as
Lan] network connecting two or
more computers, usually within the
same building. Local area networks
now exist for the home, monitoring
control of heat, water, and vari-
ous appliances, as well as security
systems.
local media media outlets and orga-
nizations serving a small area of a
country (for example, neighborhood
newspapers, local radio stations)
localization method of making na-
tional or international media products
more suitable or appropriate for a
smaller local media market
localized advertising strategy ad
campaign aimed specifcally at a
particular region (country, state,
province, or city)
location flming flming that takes
place in specifc real-life locations,
away from the studio or set
log fle record of how many users
have visited a web site and how they
navigated through it
logging (on and off) to register or
terminate an action or activity with a
computer as an authorized operator
logo [abbreviation of logotype]
distinctive design or trademark
used by an organization or a com-
pany for itself or for its products so
that they can be easily recognized.
Logos are the pictorial counterparts
of brand names. well-known logos
in the United States include ralph
Lauren’s polo horseman, Lacoste’s
alligator, the “good hands” of the
Allstate Insurance Company, the
“rock” of the Prudential Insurance
Company, the Mcdonald’s “golden
arches,” the Macintosh “apple,” and
the “stagecoach” of the wells fargo
Company. Logos are often designed
to evoke historical or cultural
themes or symbolism. for instance,
the logo of the apple suggests the
biblical story of Adam and eve,
even though the original fruit was
named simply a “forbidden fruit”—
it was depicted as an apple by the
early religious painters. Its bibli-
cal symbolism is encoded into the
Macintosh logo.
logocentrism belief that language
shapes worldview
McDonald’s Golden Arches logo
179
LUMIère BroTHerS
logograph symbol for a word with-
out any cues as to its pronunciation:
1 =one in english, uno in Italian; &
=and in english, e in Italian.
lógos [in contrast to mythos] 1. in
philosophy, reasoning about reality
or the power of reasoning itself; 2. in
Christianity, the word of God, made
incarnate in J esus Christ
longitudinal studies in marketing
research, studies that are conducted
over long periods of time
long-playing record record format
introduced by Columbia records in
1948 that could reproduce over 20
minutes of high-fdelity sound on
each of two sides of the record
look and feel the appeal of a web site’s
design, layout, and user-friendliness
lookism the claim that good-looking
people achieve greater success in life
because others are infuenced posi-
tively by their looks
Lotman, J urij m. (1922–1993)
estonian semiotician well-known for
his study of the relation between bi-
ology and culture. His major contri-
bution to culture study is the idea that
culture is a system of signs, called
the semiosphere, that provides the re-
sources for cognitive survival, in the
same way that the biosphere provides
the resources for physical survival.
His most important work in english
is Universe of the Mind: A Semiotic
Theory of Culture (1990).
loudspeaker device for making
sounds louder, especially in a radio,
record player, or public-address
system
low culture [see high culture vs.
low culture]
low-budget flms flms that are
produced very cheaply, with minor
actors and simple production tech-
niques, usually dealing with horror,
crime, or prurient themes
low-involvement hierarchy the idea
that indifferent customers respond to
an ad’s appeal only through repeated
exposure
Lull, J ames (1950–) American
communications scholar whose work
on audiences is widely quoted (his
work is found mainly in journals and
periodicals). His method of audience
analysis stresses ethnographic analy-
sis, rather than statistical analysis of
audience behaviors and reactions to
media stimuli.
Lumière brothers two french broth-
ers, Auguste (1862–1954) and Louis
J ean (1864–1948), who are identifed
as having invented the technology
behind motion pictures. The brothers
held a public screening of projected
motion pictures on december 28,
1895, in a Paris café. Thomas edison,
adapting a projector developed previ-
ously, presented the frst public exhi-
bition of projected motion pictures in
the United States on April 23, 1896,
in a New York City music hall.
180
LUrKING
lurking act of reading newsgroup
postings or chatroom conversations
without participating
Lyotard, Jean-françois (1924–1998)
well-known and often-cited theorist of
postmodernism. His most important
work is La condition postmoderne:
Rapport sur le savoir (1979; The
Postmodern Condition: A Report on
Knowledge, 1984).
lyric 1. type of song-like poetry that
communicates subjective feelings;
2. [plural, lyrics] the verbal text of a
popular song
181
LAST ITeM
macaronic any statement
or text characterized by a
mixture of Latin words or
words from another lan-
guage, usually for comic
effect
macBride Commission commission
set up by UNeSCo in 1978 to assess
the impact of western technology and
media on developing countries
macguffn in a book, play, or movie,
an event that seemingly drives the
plot but which later turns out to be
unimportant. The term was popular-
ized by director Alfred Hitchcock,
who explained it in a 1939 lecture
at Columbia University: “In crook
stories it is most always the necklace
and in spy stories it is most always
the papers.”
machinery of representation claim
that the mass media is a “machine”
that produces representations of reality
that audiences perceive as authentic
macro-level effects purported large-
scale effects of the media on cultures
and societies
macrophotography close-up pho-
tography producing images that are
life-size or larger than life
magalogue a designer catalogue
made up to look like a magazine
magazine newspaper-like publica-
tion, but smaller in size, issued at
regular intervals, and containing a
collection of articles or sto-
ries (or both). Most popular
magazines also include il-
lustrations and photographs.
The magazine concept
traces its roots to early
printed pamphlets and almanacs. one
of the frst was the German Erbauli-
che Monaths-Unterredungen (edify-
ing Monthly discussions), published
from 1663 to 1668. Pamphlets ap-
peared in england and America in the
1700s, primarily as literary publica-
tions. one of the frst true magazines,
called The Gentleman’s Magazine,
published from 1731 to 1914, started
out as a collection of excerpts from
various books and pamphlets. The
frst magazine published in America,
called the American Magazine,
came out in 1741 in Philadelphia
and lasted only three months. (Ben-
jamin franklin’s Poor Richard’s
Almanack—though not considered a
true magazine—was frst published
in 1732.) Two other magazines, The
Columbian (1786) and The American
Museum (1787) quickly followed.
In 1830, Godey’s Lady’s Book, the
frst American magazine for women,
started publication. during the
American Civil war (1861–1865),
Harper’s Weekly became popular for
its drawings of the battlefront. The
late 1800s and early 1900s saw a
boom in the magazine industry, with
Life, Time, Sports Illustrated, Van-
ity Fair, and The New Yorker coming
onto the scene. Magazines have had
considerable impact on modern soci-
ety. during the 1960s, for example,
magazines such as Cosmopolitan and
M
182
MAGAZINe ProGrAM
Ms. conveyed new visions of women
outside their traditional portrayals as
homemakers. Today, many magazines
cater primarily to specialized inter-
ests. Called niche publications, they
are designed to attract target audienc-
es and advertisers who want to reach
them. In the late 1980s, British-born
editor Tina Brown brought back the
more general magazine by reviving
Vanity Fair. with the computer age,
magazines called electronic maga-
zines (e-zines) are now available
over the Internet.
magazine program television
program organized in a “magazine
style” with features such as reports
or close-up interviews of celebrities.
An example of such a program is
Entertainment Tonight on American
television.
magic bullet theory view that the
media are powerful shapers of indi-
viduals. Like a “magic bullet,” media
products are said to be a “killing
force” to people’s minds.
magic realism style in art, literature,
or media that presents magical, oc-
cult, or mythic themes in a realistic
manner
magnetic tape thin plastic strip
coated with iron oxide on which
sounds, video, or other kinds of data
can be recorded
magnifcation process of enlarging a
photograph or other image
mail form web page designed to be
used as an online order page
mail server computer whose only
function is to distribute e-mails
through the Internet
mainframe computer large central
computer to which users are con-
nected by terminals
mainstream media [synonym of
mass media] dominant, powerful
media organizations, such as the
major newspapers and television
networks
mainstreaming 1. in cultivation
theory, the ability of television to
move people toward a common view
of how things are by the way they
represent or depict them; 2. efforts
by media outlets to include nonwhite
Time magazine
183
MANUfACTUrING CoNSeNT
and nonmale personnel among their
employees
makeup cosmetics, preparations,
and the like applied to the face or
body to modify one’s looks, and used
for particular effects in theater, the
movies, and television. Makeup is
especially important in establishing
character onstage, and is thus used to
suggest age, occupation, personality,
and so on.
makeup artist member of a flm,
television, or theater production team
who is responsible for makeup and
hairstyling
male gaze in feminist theory,
the idea that men have traditionally
exercised psychological power over
women by being the lookers, with
women functioning as those who
were looked at. Although this
power relation has been changing
radically, its remnants are still
found somewhat in media and
advertising
male-as-norm in feminist theory,
idea that language referring to
females, such as the suffx -ess (as
in actress), the use of man to mean
“human,” and other such devices,
strengthens the perception that the
male category is the norm and that
the corresponding female category is
a derivation and thus less important.
Sexist terms such as chairman, an-
chorman, etc., are cited as examples
of how the english language mirrors
social gender biases.
maletzke’s model of communica-
tion often-cited model created by
theorist Gerhard Maletzke in 1963
of the contextual and psychosocial
factors that infuence communica-
tion activities and patterns, such as
the self-image of the interlocutors
and the type of social environment in
which the communication takes place
malvern screen thin, fexible LCd
television screen that can be rolled up
managing editor editor of books
or newspapers who is responsible
for the overall editorial process,
including budgeting and scheduling
matters
manga [also called anime] J apa-
nese comic-book drawing technique
distinguished by characters drawn
with very large eyes and (sometimes)
a layout in which the panels run from
right to left
manifest meaning the meaning in a
media text that is obvious, as opposed
to a latent or subtextual meaning.
for example, the manifest meaning
of some television sitcoms (such as
Married with Children, which was
popular in the 1980s and 1990s) may
be entertainment, but its latent mean-
ing might be a critique of the tradi-
tional family.
manufacturing consent [term
coined by noam chomsky] the
camoufaged practice by govern-
ments or institutions of gaining
the consent of common people by
184
MANUSCrIPT
controlling or manipulating what the
media show and how they do so
manuscript any document written
by an author before it is edited and
published. Before the computer age,
the term referred to any handwrit-
ten document. Now, it refers to any
computer-generated document (in
a specifc kind of fle). In antiquity,
people living around the Mediter-
ranean Sea wrote manuscripts on
papyrus, leather, and wax tablets.
during the Middle Ages, manuscripts
were written on parchment and on
vellum (a refned form of parchment).
Since the 1400s, paper has been used
to prepare manuscripts. Scholars
known as philologists study ancient
(and medieval) manuscripts in order
to reconstruct the cultures and social
systems of the era from which they
emanate.
marconi, guglielmo (1874–1937)
Italian inventor who popularized
wireless telegraphy, known shortly
thereafter as radio. Marconi shared
the 1909 Nobel Prize in Physics with
Karl ferdinand Braun of Germany,
who had developed ways of increas-
ing the range of radio transmissions.
In 1900 Marconi established the
American Marconi Company, which
made it easy and practical to send
signals across the Atlantic for the frst
time.
marcuse, herbert (1898–1979)
frankfurt school philosopher
and a leading fgure in the New Left
movement that emerged in the 1960s.
Marcuse argued that the media help
indoctrinate and manipulate common
people, promoting a false conscious-
ness that plays into the hands of the
system of power that oversees the
social order. His most quoted book is
An Essay on Liberation (1969).
marginality pushing minority groups
to the periphery in media coverage
markedness way of classifying
words or grammatical categories
as being general, or unmarked, or
specifc and thus marked. In english,
the word man is unmarked for gender
because it is the general form stand-
ing for males and females together:
Man does not live by bread alone. on
the other hand, woman is the marked
form because it is constrained to
signifying females alone. This creates
Guglielmo Marconi
185
MArKeTING
the impression, by extension, that
masculinity is the norm, and that
femininity is a special case in point.
market area geographical area that
represents a particular market of buy-
ers for a specifc product
market forces mathematical re-
lationship that exists between the
supply and demand for a product or
service, which ultimately dictates
what it will cost
market liberalism ideology claim-
ing that market forces should be
allowed to develop on their own
momentum without any outside
interferences or impositions (by
governments, controlling agencies,
interest groups, etc.)
market power infuence that results
when a large share of sales is con-
trolled by a major company. Market
power enables large companies to
limit competition and to raise prices
above competitive levels. Such com-
panies often put up obstacles called
entry barriers that are designed to
thwart new frms from getting started
in an industry. The most extreme
form of market power is called a
monopoly. In a monopoly, a single
frm or a group of frms controls the
supply of a product or service for
which no substitute exists.
market research 1. information-
gathering activities carried out in
order to improve marketing and
advertising strategies for a product;
2. study of the probable users of a
product. Many marketing frms use
surveys to determine what kinds of
people make up a market; others
observe what customers actually buy
to learn about their habits; others
analyze the effect that the public im-
age of a company or its products has
on consumers.
market segmentation process of di-
viding a market strategically, so as to
be able to develop advertising materi-
als for the segment or segments that
are believed to be favorably respon-
sive to them
market share that part of an audi-
ence that can be linked to a particular
medium or program
market test any technique evaluating
reactions to promotional and adver-
tising campaigns. Marketing agencies
determine potential markets for a
product or service before it is adver-
tised. A research team then tests draft
advertisements in the potential mar-
kets. on the basis of this market test,
the manufacturer will decide whether
an ad campaign is worthwhile.
marketing process of promoting
products and services through tech-
niques such as segmentation, testing,
etc. Since the early 1990s, businesses
have used the Internet to carry out
many of their marketing activities.
Marketing over the Internet generates
more detailed information about cus-
tomer interests and buying behavior
than was ever possible before.
186
MArKeTING CoMMUNICATIoNS
marketing communications skillful
deployment of media outlets (radio,
television, online communications,
print advertising) to promote a prod-
uct or service
marketing frm business that pro-
vides advice on the distribution and
sales of goods and services, including
recommendations on pricing, packag-
ing, advertising, merchandising, and
distribution
marketing intelligence information
collected about a market that can be
used to shape a marketing or adver-
tising campaign
marketing model model of the
marketing process, usually gener-
ated by specially designed computer
software, that allows marketers to
assess how to best utilize advertising
resources
marquee 1. sign over the entrance of
a theater or other venue that displays
the name of the featured event and/
or performers; 2. piece of text that
scrolls across a screen in a highlight-
ed band
martial arts movie flm genre in
which the martial arts play a domi-
nant role, especially in the action
sequences
marx, karl (1818–1883) German
social theorist who predicted that
capitalism would eventually collapse
under pressure from working people.
for Marx, the prevailing economic
system determines the intellectual
and cultural history of a society.
He proposed a system, called com-
munism, in which all citizens give
according to their means and take
according to their needs. His theo-
ries have infuenced the policies of
governments in many countries, as
well as numerous academics, even in
capitalist nations.
marxism socioeconomic theory
developed by karl marx and
friedrich engels. It constitutes the
blueprint behind communism, hold-
ing that all people are entitled to
enjoy the fruits of their labor, but are
prevented from doing so in capitalist
systems, which divide society into
two classes—nonowning workers
and nonworking owners. Marx called
the resulting situation “alienation,”
and he theorized that when the work-
ers repossessed the fruits of their
labor, alienation would be overcome
and class divisions would cease to
exist. The collapse of the Soviet
Union and China’s adoption of ele-
ments of a free-market economy in
the 1990s marked the end of Marx-
ism as a practicable theory of society,
though it retains interest as a critique
of market capitalism and a theory of
media effects.
marxist theories of the media
theories that espouse Marxist phi-
losophy in explaining the modern
mass media. essentially, Marxist
critics maintain that the media rein-
force the values of those in power by
representing them as the norm. The
187
MASS CULTUre
best-known Marxist theories of the
media come under the rubric of the
frankfurt school.
masala style of Hindi flmmaking
that combines various genres (action,
romance, comedy, adventure)
mask 1. covering of the eyes, the
mouth, or the entire face, sometimes
used by fctional heroes (for example,
Zorro and the Lone ranger wore
eye masks, while early Hollywood
bandits wore a mouth mask to cover
their identities); 2. covering of the
entire face worn by a Greek or ro-
man actor in ancient drama to portray
a character and magnify the voice; 3.
any ritualistic covering over the face.
Masks are divided into four types.
first, ceremonial masks were used in
many tribal societies to infuence or
appeal to the gods. These masks rep-
resented the gods and were worn dur-
ing ceremonies, suggesting that the
gods were present in spirit. Second,
theatrical masks, such as those used
by the ancient Greeks in their dra-
mas, allowed the audience to follow
the play and to grasp the characters
portrayed by the actors. The Chinese
and J apanese also used masks in
this manner. Third, burial and death
masks have been used since antiq-
uity in ceremonies relating to death.
Typically, in many tribes the masks
represent dead persons, and it is
thought that their spirits return during
the ceremony. In western countries,
death masks are sometimes used to
preserve the memory of an important
personage. famous death masks in-
clude those of Ludwig van Beethoven
and Napoleon. finally, festival masks
are used in such festivals as Carnival
and Mardi Gras.
mass a large group, the collective
aggregate (one of the most frequently
used words in media and communica-
tions). Its meaning is most often pe-
jorative. It is claimed that the people
living in a mass culture, for instance,
tend to lose their individual identity
and assume a group or collective
identity. As such, they are likely to
do things as a group that they would
never do alone (for example, engage
in riots or illegal activity).
mass communication 1. communi-
cation system that reaches massive
numbers of people; 2. actual process
of designing and delivering media
texts to mass audiences
mass communication theory any
theory that aims to explain or predict
cultural and social phenomena as in-
terrelated with mass communication
and mass media systems
mass culture type of culture found
in urban societies, where various
cultures, subcultures, countercul-
tures, and parallel cultures exist
in constant competition with each
other. The mass culture dominates
the other cultures at the same time
that it is composed of them. So, for
instance, American pop culture is
a mass culture. But within it there
are subcultures and parallel cultures
(goth culture, Hispanic culture, etc.)
188
MASS MANIPULATIoN ModeL of MedIA CoMMUNICATIoN
that nevertheless are part of its social
fabric.
mass manipulation model of media
communication model claiming that
consumers and audiences take in me-
dia texts and advertising campaigns
passively and that they are being
constantly infuenced surreptitiously
by them
mass market paperback paper-
back book intended for a mass
market, typically found on racks
in drugstores, in supermarkets, at
airports, and in bookstores. Mass
market paperbacks frst became
popular in europe and the United
States in the 1800s. Many were
cheaply made, inexpensive editions
of novels.
mass marketing marketing that is
directed at large numbers of people
mass media media (radio, televi-
sion, newspapers, periodicals, web
sites) that reach large audiences.
Attached to the meaning of this term,
however, is the erroneous view that
large agglomerations of people are
one-dimensional or homogeneous.
As research on media audiences
has shown, this is hardly the case.
denis mcquail’s characterization
of the mass media, in his 1969 book
Towards a Sociology of Mass Com-
munications, is used commonly today
as a general framework for the study
of mass media. He identifes the
main features of the mass media as
follows:
• They usually require complex for-
mal organization.
• They are directed toward large
audiences.
• They are public and their content is
open to everyone.
• Audiences are heterogeneous.
• The mass media establish simulta-
neous contact with a large number
of people who live at a distance
from each other.
• The relationship between media
personalities and audience mem-
bers is mediated (nondirect).
• The audience is part of a mass
culture.
English mass market paperback novel
(1952)
189
McdoNALdIZATIoN
mass society in culture theory, a
society consisting of very large num-
bers of people, who (it is believed)
are easily manipulated by the mass
media and government bureaucra-
cies. one of the most frightening and
evocative images of mass society can
be found in George orwell’s novel
1984 (1949).
master antenna television
[ abbreviated as maTV] televi-
sion transmission whereby a single
(master) antenna delivers television
signals to hotels, apartment build-
ings, mobile home parks, and other
locations where it is impractical for
individual viewers to have a separate
antenna
master brand [also called parent
brand] dominant brand in a business,
such as Sony audio video equipment,
to which subbrands can be added
(Sony movies)
master shot wide camera shot that
allows viewers to see all the ongoing
action in a scene
materialism 1. philosophical theory
claiming that consciousness is a
purely physical phenomenon; 2. in
culture theory, idea that culture is
expressed through material products
and that this is ultimately destructive
of true culture
matinée theater performance or
movie showing that is held in the af-
ternoon, often with cheaper seats than
evening performances or showings
maTV [see master antenna
television]
maxim concise statement or saying,
perceived as expressing some inher-
ent truth: for example, Look before
you leap; Two heads are better than
one
maximal awareness point at which
an advertising campaign convinces
consumers to buy an advertised
product
mcCombs and shaw’s agenda-
setting model of media effects mod-
el created by Maxwell e. McCombs
and donald L. Shaw in 1976, which
claims that the way in which the
media present events determines how
they will be perceived and thus how
important they will become in public
awareness
mcDonaldization [term coined by
George ritzer in The McDonaldiza-
tion of Society (1993) and later
expanded upon by the American
sociologist Alan Bryman in The
Disneyization of Society (2004)]. As
Bryman states, Mcdonaldization as
the process “by which the principles
of the fast-food restaurant are coming
to dominate more and more sectors
of American society as well as the
rest of the world.” Bryman compares
this process to “disneyization,”
which he defnes as the correlative
process “by which the principles of
the disney theme parks are coming to
dominate more and more sectors of
American society as well as the rest
190
McLUHAN, MArSHALL
of the world.” The term is now used
to characterize the process by which
large corporations are taking over
more and more sections of society.
mcLuhan, marshall (1911–1980)
Canadian communications theorist
whose ideas on technology, cul-
ture, and the media have been the
source of considerable debates in
media studies. McLuhan argued that
technological changes in the ways in
which we encode information lead
to radical changes in society. Thus,
each major historical epoch is shaped
by the communication medium that
it uses most widely. for example, he
called the epoch spanning the early
1700s to the mid-1900s the age of
print, because print was the chief
medium by which people gained
and exchanged knowledge. The
age of print encouraged the growth
of individualism, democracy, and
the separation of work and leisure,
among many other things. The elec-
tronic age replaced the age of print in
the early twentieth century. Because
it can reach so many people in many
parts of the world, electronic media
have since “shrunk” the world into a
“global village” where everyone (no
matter where they live in the world)
can become involved in the lives of
everyone else, leading to the growth
of international virtual communities.
McLuhan’s fascinating works
include The Mechanical Bride:
Folklore of Industrial Man (1951),
The Gutenberg Galaxy: The Making
of Typographic Man (1962), Under-
standing Media: The Extensions of
Man (1964), The Medium Is the Mas-
sage: An Inventory of Effects (1967),
and War and Peace in the Global
Village (1968).
mcLurg’s Law claim that news
about events farther away have less
value than news about similar events
from the place where they are be-
ing reported. for example, the law
predicts that news about a single
casualty in one’s local area will have
much higher newsworthiness than
news about hundreds or thousands
of similar casualties in some remote
area of the world (with respect to
where one lives). The term refers to
the name of a British news editor
who claimed that news events dimin-
ish in importance relative to their
distance from London. Today, it has a
more generic meaning.
Marshall McLuhan
191
MeANING THeorIeS
mcnelly’s model of news fow mod-
el defned by J .T. NcNelly in 1959,
showing how the stages through
which a news event passes, before
it is published or broadcast, infu-
ence the way in which it is ultimately
perceived
mcQuail, Denis (1938–) well-known
media analyst who has written ex-
tensively on theories of mass media
and on uses and gratifications
models. Among his books are Com-
munication Models for the Study of
Mass Communications (1981) and
Mass Communication Theory (1983).
He proposed several theoretical mod-
els, including the accountability of
media model (concerning the respon-
sibilities of the media) and the model
of audience fragmentation (which
results from wider choice among
television audiences).
mead, george herbert (1863–1931)
American philosopher often cited in
media studies because of his analysis
of how social structures infuence in-
dividual experiences. He is probably
the source of the concept of “con-
struction of the Self,” which claims
that selfhood is not inherited, but
constructed by the individual through
contact with others.
mead, margaret (1901–1978)
American anthropologist, known
especially for her studies of adoles-
cence as a construction of modern
societies. Mead maintained that the
child-rearing practices of a culture
infuence how someone matures.
Among her best-known works are
Coming of Age in Samoa (1928),
Growing Up in New Guinea (1930),
Sex and Temperament in Three
Primitive Societies (1935), Male
and Female (1949), and Culture and
Commitment (1970).
mean world syndrome view hold-
ing that audiences get the impression
from the media that violent crimes
occur more frequently than they
actually do. from this impression,
audiences develop the view that it is a
“mean world” out there.
meaning what is understood when
something is presented or communi-
cated. The technique of oPPosition
is often used in media studies to fesh
out what something means. This
approach assumes that the meaning
is something that cannot be deter-
mined in the absolute, but only in
relation to other forms and meanings;
for example, good vs. evil, hero vs.
villain, etc. In media representations
the poles of an opposition take on
specifc form. Thus, for example, the
evil villain in a movie might wear
black and the hero a lighter color of
clothing, or vice versa (as was the
case with Zorro).
meaning theories theories about
meaning and how it unfolds. The
mainstream view of meaning is that
there are two levels, a literal and
a fgurative level, with the former
consisting of the basic meaning of
something and the other a derivative
form of meaning. The terms refer-
192
MedIA
ence, sense, and defnition are often
used in discussions of meaning.
reference is the process of identify-
ing something; sense is what the
identifcation elicits psychologically,
historically, and socially; and defni-
tion is a statement about what that
identifcation means by convention.
The terms denotation and connota-
tion are preferred to reference and
sense in contemporary theories of
meaning. Consider the word cat.
The word identifes a “creature with
four legs, whiskers, retractile claws.”
This is its denotative meaning, which
allows us to determine if something
real or imaginary is a “cat.” All other
senses of the word are connotative;
for example, He let the cat out of
the bag; My friend is a real cool cat.
Such senses are historically acquired
meanings and can only be understood
in reference to particular cultural uses
of that word.
media [plural of medium] 1. any
means of transmitting information;
2. the various forms, devices, and
systems that make up mass com-
munications considered as a whole,
including newspapers, magazines,
radio stations, television channels,
and web sites. Before alphabetic
writing, the media for communicat-
ing information were oral-auditory
and pictographic. writing facilitated
the creation and storage of printed
texts. Later print technology made
such texts available to masses of
people. marshall mcluhan called
the social world in which the use
of printed texts became widespread
the gutenberg galaxy, after the
German printer J ohannes Gutenberg,
who is traditionally considered the
inventor of movable type in the west.
media analysis analysis of all
aspects of the media; for example,
how they evolved and how they affect
individuals and society
media broker business that offers
organizations media-buying, media-
planning, and other such services
media buyer individual working for
an ad agency who has the responsi-
bility of buying space or time in a
media outlet (a slot in a magazine,
radio time) for an advertisement or ad
campaign
media center 1. department of an
organization responsible for releas-
ing information to the media; 2. a
computer that, in addition to its usual
computing functions, also provides
access to digital media such as digital
radio and digital television
media circus profuse media cover-
age that a particular event attracts,
distorting the signifcance of the
event in the process
media concentration 1. process of
buying space in only one medium
for advertising or publicity, rather
than in various media, thus develop-
ing strength through concentration;
2. domination of media markets by a
small number (or even just one) large
media corporations
193
MedIA PLAN
media control any mechanism set up
by governments to regulate the media
media convergence [also called
convergence] process whereby old
and new media technologies are
available either separately or together
through digitization
media councils groups of people
from the media and the public who
investigate complaints against the
media
media dependency theory [see
also dependency theory] claim that
people can easily become dependent
upon mass media in ways that paral-
lel substance dependency. Supporters
of this theory claim that people can
easily become habituated to televi-
sion or online navigation, but might
be unaware of their dependency, or
may not care that they have become
dependent.
media dominance technique of buy-
ing a large amount of space or time in
one medium for an advertisement or
program, and then shifting to another
medium after achieving optimum
coverage and frequency. The strategy
is to “dominate” media space and
time as much as possible.
media effects model any model that
sees media as infuencing individu-
als and/or societies in a negative
way. The best-known models of this
type are the magic bullet theory
and the hyPodermic needle
theory.
media event an event that attracts
a great deal of attention from the
media, often organized or manu-
factured deliberately to gain such
attention
media images impressions and views
of people or events generated by the
media
media institution organization
involved in producing media forms
(cinema, television)
media literacy [also called mediacy]
in-depth knowledge of how the
media work and how they might
infuence audiences—similar to lit-
eracy and the ways in which literacy
permits people to better understand
written texts in all their dimensions
(psychological, social, etc.)
media messaging sending text, im-
ages, and sound from one mobile
phone or device to another
media objectives overall aims that
a company has in placing advertise-
ments or ad campaigns in specifc
media outlets
media organizations organizations
providing information to their cus-
tomers, either directly with their own
media communications or else by
offering marketers a way of reaching
audiences through advertising
media plan plan designed to place
strategically an ad campaign in vari-
ous media outlets so as to reach as
194
MedIA reCePTIoN
many potential customers as possible
with the least amount of expenditure
media reception [also called recep-
tion] act of reading, interpreting, etc.,
media texts within specifc locations
and cultural contexts. reception
theory generally claims that interpre-
tation is not homogeneous or passive,
but involves background assump-
tions, audience dynamics, and other
factors.
media research studies that
investigate the media, including
how they infuence people, how they
shape social processes, how they
present news, and how they structure
events
media selection process of choosing
the appropriate media for an adver-
tising campaign so as to make it as
effective as possible
media strategy plan of action by an
advertiser for bringing advertising
messages to the attention of consum-
ers through the use of appropriate
media
media text any media product or cre-
ation, such as a television program, a
radio show, a newspaper column, or
an advertisement. Like any written
text (a novel, a poem), a media text
has the property of cohesion and
predictability that allows interpreters
to identify it as such and experience
it as a whole.
mediacy [see media literacy]
mediasphere [term coined in analo-
gy with biosphere and semiosphere]
world in which the media interrelate
with social processes, infuencing
these processes directly, including
dialogue, rituals, and the like
mediation view that media literally
mediate reality, rather than present
it in a straightforward manner. for
example, the 1950s American TV sit-
com called I Love Lucy portrayed the
female gender through the character
of Lucy as a strong-willed, indepen-
dent female, in charge of her own
life. on the other hand, the 1980s–
1990s sitcom Married with Children
depicted the same gender mockingly
through the character of Betty as
a boorish, sex-starved female who
lived out her existence mindlessly
day after dreary day. The two pro-
grams thus mediated the meaning of
“female gender” through differences
in character portrayal.
medium [see media]
medium is the message marshall
mcluhan’s famous maxim refer-
ring to his belief that each medium
shapes the nature of the message
it is designed to deliver. In Under-
standing Media (1964), McLuhan
stated: “The medium is the message.
This is merely to say that the per-
sonal and social consequences of any
medium—that is, of any extension of
ourselves—result from the new scale
that is introduced into our affairs by
each extension of ourselves, or by
any new technology.”
195
MeSSAGe
mega-agencies in the advertising
business, large ad companies that are
formed through the merger of smaller
ad agencies
megabyte unit of computer memory
equal to one million bytes
megaplex large movie theater
complex, often with the same movie
playing on several screens in the
complex
méliès, georges (1861–1938) one of
the frst flmmakers who introduced
the basic camera techniques of slow
motion, dissolve, and fade-out. He
was also the frst to create flm fction
narratives, from 1899 to 1912, pro-
ducing more than 400 flms, which
combined pantomime and fantasy,
including Le voyage dans la lune
(1902; A Trip to the Moon).
melodrama narrative work (of-
ten in serial form) characterized
by emotional conficts among the
characters. The melodrama traces
its origins to Greek theater, becom-
ing popular in the west only in the
eighteenth century. Also known as
“tearjerkers,” melodramas today in-
clude romantic comedies and televi-
sion soap operas.
meme [term coined by richard
dawkins (1941–)] any idea, fash-
ion, musical tune, etc., that spreads
through society, which inherits it
unwittingly in the same way that
individuals get their personality auto-
matically through genetic inheritance
memoir biographical genre com-
posed from personal observation and
experience. A memoir differs from
autobiography chiefy in the degree
of interpretation of the events in
one’s life. Memoirs tend to be more
interpretive than factual. A diary is an
example of a memoir.
memory stick small fash drive
device that can store data for use
in electronic devices such as
computers, digital cameras, and
mobile phones
merchandising creation of brand
nonmedia products, such as food
and toys, which are designed to take
advantage of the success of a media
event or product, such as a block-
buster movie
mesmerism [term coined after franz
Mesmer (1734–1815), Austrian
physician] power to captivate and
enthrall someone. Mesmer thought
that he could cure patients by having
them put their feet in magnetized
water while holding cables. Mesmer
believed that people possessed a
mysterious quality that allowed them
to have a powerful, “magnetic” infu-
ence over others. Mesmer created a
sensation in his day, but the medical
profession saw him as a fraud. The
term mesmerism is sometimes used in
reference to the ways in which media
infuence people.
message 1. any form of communica-
tion (information, feelings, ideas)
passed on or transmitted in some
196
MeSSAGeBoArd
way; 2. meaning or lesson built into a
text, spectacle, or performance
messageboard web page or group of
web pages on the Internet that allows
visitors to read and respond to mes-
sages posted there
messaging sending short instant
messages by mobile phone or some
instant messaging device
metacommunication 1. abstract
principles of communication in all its
forms; 2. level of analysis designed to
examine the nature of communication
metadata information contained on
a web page (publication date, author,
keywords, title) that can be used by
search engines to fnd relevant web
sites through hyperlinks
metafction fction that explores the
nature of fction itself, especially its
traditional forms, genres, and styles
metal music [synonym for heavy
metal] type of rock music charac-
terized by highly amplifed electric
guitars, a hard beat, a thumping bass,
and often dark lyrics. It came onto
the scene in the late 1960s and 1970s
with bands such as Steppenwolf, Led
Zeppelin, Black Sabbath, Kiss,
AC/dC, and Aerosmith. In the 1980s,
metal was revived by bands such as
def Leppard, Iron Maiden, Mötley
Crüe, Black Sabbath, and Van Halen.
metalanguage theory or statement
about language, concerning the
nature of language itself or of some
aspect of language; grammatical
statements and categories (nouns,
verbs, etc.) are part of the grammar-
ian’s metalanguage
metalingual function in roman
Jakobson’s communication model,
any language about language: for
example, A verb is a word expressing
some action; Is green a descriptive or
demonstrative adjective?
metamessage the “real” message
implicit (or hidden) in a communica-
tion, often delivered through the tone
of voice or something similar, that
might be different from the apparent
content of the message
metanarrative [often used as a syn-
onym for metafction] narrative that
examines or explores the narrative
form itself, or else includes other nar-
ratives within it
metaphor word or phrase used to
designate something by association
or implication. In the professor is a
snake, the word snake is used meta-
phorically to imply, not the reptile
known as a snake, but the qualities of
“danger,” “slipperiness,” etc., that it
represents. These qualities are then
projected onto the professor by asso-
ciation. Metaphor was frst identifed
by aristotle, who saw it as a way
for people to understand abstract con-
cepts (such as human personality).
However, Aristotle later claimed that
the primary function of metaphor was
fgurative or symbolic, rather than
197
MICroPAYMeNT
cognitive. Today, Aristotle’s original
conception of metaphor as a cogni-
tive strategy is the defnition accepted
by most linguists.
metatext theory or statement about
texts, whose purpose it is to exam-
ine the nature, function, and overall
structure of texts themselves
metatheory theory or statement
about theories, whose purpose it is to
examine the nature, form, and func-
tion of theories themselves
methodology system of procedures
used in any feld, such as media
analysis, for conducting research, or
for gathering data
metonymy fgure of speech standing
for something of which it is a part:
for example, the press for journalists
and newspapers; wheels for automo-
bile. In the world of shopping and
commerce, certain brands become
metonyms: for example, the Scotch
brand of adhesive tape is used com-
monly to name all brands of adhesive
tape; the Kleenex brand of facial
tissue is commonly used to refer to
all brands of facial tissue; and so on.
Generally, this happens when a brand
name is either the frst to reach the
marketplace or else is a dominant
brand within it.
metro-goldwyn-meyer [abbrevi-
ated as mgm] major Hollywood stu-
dio founded in 1924, which became
a leading flm production enterprise
in the 1930s and 1940s and thus a
symbol of Hollywood’s golden age.
web site: www.mgm.com
metz, Christian (1931–1993)
french cinema analyst who argued
essentially that a movie can be stud-
ied in the ways that a linguist studies
language, hence introducing the
concept of “flm language” into the
feld. His best-known work is Essais
sur la signifcation au cinema (1968;
Film Language: A Semiotics of the
Cinema, 1974).
microcassette small audiotape
cassette that fts into a pocket-
sized tape recorder or dictation
machine
microcomputer [also called per-
sonal computer] small computer
that uses a microProcessor to
process information
microfche tiny sheet of microfilm,
on which images are arranged in a
grid pattern. A single microfche may
contain images of up to 400 regular
paper pages.
microflm photographic flm on
which reduced images are recorded.
Microflm can store large amounts of
information in a small space. People
read microflm with a reader that en-
larges the images and projects them
onto a built-in screen.
micropayment small charge to Inter-
net users for downloading something,
usually on web sites that have no
sponsors
198
MICroPHoNe
microphone device that changes
sound into electrical current, which
instantly travels over wires or through
the air to a loudspeaker or some
other device that changes it back
into sound. The frst microphone was
the telephone transmitter, invented
by alexander graham bell in
1876. Today, microphones are used in
public-address systems and in radio
and television broadcasting. They are
also used in recording the sound for
motion pictures, in making compact
discs, and in webcasting.
microphotography process of mak-
ing microfilm
microprocessor device that does the
actual work in a computer. A micro-
processor consists of transistors and
other parts built into a chip (usually
made of silicon).
microsoft large software corporation,
based in washington State, founded
in 1975 by Bill Gates and Paul G.
Allen, by simply adapting BASIC for
use on personal computers. Microsoft
became a publicly owned corporation
in 1986, after having issued the frst
version of Microsoft word, a popular
word-processing program, in 1983,
and Microsoft windows, a graPhi-
cal user interface, in 1985.
mill’s principle of utility often-cited
principle enunciated by nineteenth-
century British philosopher and econ-
omist J ohn Stuart Mill, who claimed
that there exists a universal tendency
in human beings to assess everything,
including pleasure and gratifcation,
in terms of their utility value
milton’s paradox often-cited para-
dox, which states that theory and
practice may not correspond, as exem-
plifed by seventeenth-century english
poet John Milton’s own work as a cen-
sor during oliver Cromwell’s reign,
despite the fact that he paradoxically
supported freedom of the press
mime 1. play (usually comical in na-
ture) in which people are impersonat-
ed and events mimicked (originating
in Greek and roman comedy); 2.
acronym for multipurpose internet
mail extension, a system used to
handle attachments in e-mails and
newsgroup postings
mimesis imitation or simulation of
sensible reality in art and literature
mimetic theory of art theory elabo-
rated by aristotle, which claims
that art is basically an imitation of the
real world
mimicry art of imitating other
people’s voices, gestures, and appear-
ance, often for comical effect
minimal effects model any model
claiming that the media have lim-
ited effects on audiences, reinforc-
ing existing attitudes, values, and
worldview rather than infuencing or
changing them
minimalism arts movement originat-
ing in the 1960s, in which only the
199
MIxING
simplest forms are used, often over
and over again. The musical works
of American composer Philip Glass
are examples of minimalist style,
emphasizing simple classic melodic
and harmonic forms that are repeated
over and over in a specifc piece:
for example, Einstein on the Beach
(1976), Satyagraha (1980), Akhnaten
(1984), The Voyage (1992), and La
Belle et la Bête (1994). The term
also applies to the feld of art. for
example, American painter ellsworth
Kelly typically uses a single color
and very linear drawing techniques to
emphasize simplicity and its beauty.
miniseries serialized television
drama, usually broadcast on consecu-
tive nights or weeks. one of the most
popular miniseries in the history of
American television was Roots, an
eight-part 1970s drama tracing the
history of an African American fam-
ily from slavery to freedom in early
America.
miramax major Hollywood studio
founded by brothers Bob and Harvey
weinstein in 1979, producing such
highly touted and popular flms as
Pulp Fiction (1994), The Talented Mr.
Ripley (1999), and Sin City (2005).
web site: www.miramax.com
mirror site copy of a web site main-
tained on a different fle server in
order to spread the distribution load
or to provide data backup
misappropriation invasion of priva-
cy by appropriating someone’s name
or image for commercial purposes,
without the person’s permission
mise-en-abyme technique consisting
of bottomless reduplication, as when
an image contains a smaller version
of itself, which in turn contains an
even smaller version within itself,
and so on ad infnitum
mise-en-scène 1. actual positioning
of scenery, actors, etc., on a stage or
movie set for a particular scene or
sequence; 2. overall look of a flmed
scene
misinformed society view that
society is not better informed,
despite globally accessible systems
of information, because these often
disseminate false or inaccurate
information
misprint error in the printed or pub-
lished version of a text
mixdown process of putting together
various audio feeds that have been re-
corded previously to create a fnished
recording
mixed media 1. use of different
artistic media to create a single com-
position or work; 2. in advertising,
use of different media (print, radio,
television, Internet) in tandem for an
ad campaign
mixing putting together different
excerpts of audio, such as vocal com-
mentary and music, to create a fnal
piece for broadcasting
200
MMS
mms [see multimedia messaging
service]
mobile phone portable phone that
operates by means of a series of lo-
cally based cellular radio networks
mobilization ability of the media to
stir up people to take action
moblogging use of a mobile phone,
or other handheld device, to post text
in a Weblog
mode of address way that a media
text “speaks” to its audience and, in
so doing, helps to shape how it will
be interpreted
modem [abbreviation of modulator-
demodulator] device that enables
computers to transmit and receive in-
formation over a telephone network.
Modems can send and receive not
only text information, but also sound,
video, and other types of data.
modernism 1. early twentieth-
century architectural style, also
known as the Bauhaus School, em-
phasizing simplicity and conformity
in design (as used in the building of
early skyscrapers); 2. artistic trends
that ran roughly from the 1920s to
the 1970s and that generally empha-
sized formal elements rather than the
naturalistic depiction of subjects
modernity type of society in which
individuals are deemed to be fun-
damentally rational and therefore
capable of determining their own
forms of social organization, without
guidance from religious or political
leaders. Societies that are modern,
therefore, also tend to value freedom
of speech and of association, demo-
cratic forms of government, knowl-
edge, and diversity.
modulation system designed to in-
crease the frequency of signals.
The two main types of modulation
are called amplitude modulation
(AM) and frequency modulation
(fM).
mogul an important or powerful
owner of media
monochrome painting, drawing, or
print in a single color or shades of a
single color
monologue 1. dramatic speech made
by a single speaker, such as a stage
actor; 2. jokes or funny stories deliv-
ered by a comedian on stage
monopoly exclusive control of a
commodity or service
monster movie movie in which the
main character is a monster or in
which monsters play a primary role.
Many early monster movies were
based on the “frankenstein myth.”
Frankenstein was originally a horror
novel written by the english author
Mary Shelley in 1818, which tells the
story of Victor frankenstein, a scien-
tist who tries to create a living being
for the good of humanity but instead
produces a monster.
201
MoTIoN PICTUre
montage 1. composite visual image
made by bringing together different
pictures or parts of pictures and
superimposing them on each other,
so that they form a blended whole
while remaining distinct; 2. in
cinema, rapid succession of scenes
or images to create some effect
(such as a dream sequence or a
fashback)
moral panic 1. media-induced fear
that an aspect of modern culture is
leading people—especially children
and youth—astray, into deviance,
delinquency, or criminality; 2. sudden
increase in public anxiety over a me-
dia product or event that is perceived
as encouraging violence, sexism, or
racism. The term was introduced by
Stanley Cohen in his book Folk Dev-
ils and Moral Panics (1972).
mores traditional rules and customs
of a group of people or a society
about what is acceptable social
behavior
morley, David (1949–) well-known
analyst of media audiences and critic
of cultural imperialism. His best-
known work is Home Territories:
Media, Mobility and Identity (2000).
morpheme minimal form in lan-
guage that has meaning. The word
impossible, for instance, contains two
morphemes: the prefx im-, which
conveys the meaning “opposite of,”
and possible, also called the lexical
morpheme (or morpheme with lexi-
cal meaning).
morphing in flmic language,
changing something or someone
into something or someone else in
one continuous movement, achieved
mainly by computer software. one of
the frst uses of morphing can be seen
in the shape-changing Terminator
character in Terminator 2 (1991).
morse code system for representing
letters, numerals, and punctuation
marks by a sequence of dots, dashes,
and spaces transmitted as electrical
pulses. The original system was in-
vented by Samuel f.B. Morse in 1838
for his telegraph. The International
Morse Code, a simpler version, was
devised in 1851. The Morse code has
been rendered obsolete by modern
technologies.
motion picture [synonym for movie
or FILM] a series of still photographs
on flm, projected in rapid succession
onto a screen, giving the impression
of continuous motion. The principal
inventors of motion picture machines
were thomas alva edison in the
United States and the lumière
brothers in france. Motion picture
production was centered in france in
the frst two decades of the twenti-
eth century. By 1920, movie stu-
dios expanded in the United States,
reaching their pinnacle in the 1930s
and 1940s, making the United States
the center of flmmaking worldwide.
The 1950s and 1960s brought a
new internationalism to flmmak-
ing. The same period also saw the
rise of the independent flmmaker
(the indie). Today, movies remain
202
MPAA
highly popular as forms of art and
entertainment, and the American flm
industry (based in Hollywood), with
its immense resources, continues to
dominate the world flm market.
motion Picture association of
america [abbreviated as mPaa]
American trade association founded
in 1922, responsible for protecting
the interests of the major Hollywood
studios. It is also responsible for
the movie rating system in use
in the United States. web site:
www.mpaa.org
motion Picture experts group
audio Layer 3 [abbreviated as mP3]
format for compressing music (and
other) fles into very small computer
fles, while losing virtually no quality
in the process. for example, sound
data from a compact disc can be
compressed to one-twelfth the origi-
nal size without sacrifcing sound
quality. The MP3 format is very
popular for transmitting music fles
over the Internet.
motivated shot camera shot that fol-
lows a particular action or sequence
of actions that is prompted by an
event in the action or sequence
motivational research investigation
of the psychological reasons why
individuals buy specifc types of mer-
chandise, why they respond to certain
advertising appeals, why they watch
particular kinds of television pro-
grams, or why they listen to certain
radio stations
motown [contraction of motor
Town, in reference to detroit’s auto-
motive industry] recording company
founded in detroit in 1957 by song-
writer Berry Gordy, J r., becoming
known nationwide shortly thereafter
with the two hits Shop Around (1960)
by the Miracles and Please Mr.
Postman (1961) by the Marvelettes.
The “Motown sound,” which fea-
tured lyrical ballads sung to a catchy
rhythmic accompaniment, was made
famous by the Temptations, the four
Tops, the Supremes, Marvin Gaye,
the Isley Brothers, Gladys Knight and
the Pips, the J ackson 5, and Stevie
wonder. Gordy moved the company
headquarters to Los Angeles in 1971,
eventually selling the label to MCA
in 1988. Motown is considered to be
one of the most successful black-
owned businesses and one of the
most infuential independent record
companies in American pop music
history.
mouse hand-controlled device for
interacting with a digital computer
that has a graphical user interface. It
is called mouse because its shape is
similar to that of the common rodent
with the same name. The mouse can
be moved to control the movement
of a cursor on the computer screen.
It can also be used to select text, acti-
vate programs, or move items around
the screen.
mouseover feature on a web page,
such as a pop-up menu, that is acti-
vated when a user moves the cursor
over a contact point on the page. This
203
MULTIMedIA
feature is designed to get the user to
select it.
movie ratings system of classify-
ing movies indicating for whom the
movie is suitable, according to age
G (General Audience): “All
Ages Admitted”
PG (Parental Guidance Sug-
gested): “Some Material
May Not Be Suitable for
Children”
PG-13 (Parents Strongly Cau-
tioned): “Some Material
May Be Inappropriate for
Children Under 13”
r (restricted): “Under 17 re-
quires Accompanying Parent
or Adult Guardian”
NC-17: “No one 17 and Under Ad-
mitted”
movie trailers brief flms showing a
few scenes from an upcoming movie
or television program in order to
advertise it
movies [see motion picture]
mP3 [see motion Picture experts
group audio Layer 3]
mTV [abbreviation of music televi-
sion] 24-hour cable music video
channel that debuted in 1981 with
Video Killed the Radio Star, by the
Buggles. MTV quickly won a wide
following among pop music fans
worldwide, greatly infuencing the
pop music business. The network
later expanded to include original
programming such as the animated
Beavis and Butthead show and the
reality series Real World, separate
international networks (MTV europe,
MTV Latin America, and MTV
russia), and the MTV Video Music
Awards.
muckraking journalism that aims to
uncover crime, corruption, or scandal
muD [see multi user Dungeon]
multi-actuality existence of many
meanings, some of which may even
be contradictory, attached to a given
sign or symbol
multiculturalism 1. sociopolitical
philosophy that promotes cultural
diversity, supported by many educa-
tors in the United States who favor
the teaching of different cultures for
the purpose of understanding and
appreciating them; 2. society that in-
tegrates other cultural systems within
itself
multimedia computer system that
allows the user to manipulate and use
different types of media, such as text,
sound, video, graphics, and anima-
tion. The most common multimedia
system consists of a personal com-
puter with a sound card, modem,
digital speaker unit, Cd-roM, and
portals for various devices. Com-
mercial interactive multimedia
systems include: cable television
services with computer interfaces
that allow viewers to interact with
TV programs, high-speed interactive
204
MMS
audiovisual systems, such as video
game consoles, and virtual reality
systems that create artifcial sensory
environments.
multimedia messaging service
[ abbreviated as mms] system that al-
lows for the transmission of audio, im-
ages, and animation in text messages
multimodality 1. use of several chan-
nels to access the same information;
for example, accessing cinema listings
through the press, by phone, and on
the Internet; 2. the mixing of media
forms; for example, the mixing of
sound, image and graphics on televi-
sion news programs or on web sites
multiplex large cinema complex with
many screens
multiplexing method of transmitting
multiple signals simultaneously over
a single wire or channel, in order
to squeeze as much capacity into a
network as possible
multistep fow theory theory assert-
ing that media impacts are indirect
and are mediated by group leaders.
The theory maintains that people
within different social classes have
very different interpretations of media
products, thus forming interpretive
communities, which coincide with real
communities such as families, unions,
neighborhoods, and churches.
multitrack device or system capable
of using different tracks in sound
recording or reproduction
multi user Dungeon [abbreviated as
muD] text-based game that can be
played by multiple users across the
Internet
murdoch effect [after ruPert mur-
doch] idea that journalism is becom-
ing more and more obsessed with
corporate gain
murdoch, rupert (1931–) Aus-
tralian-born publisher who owns
many media outlets in Australia, the
United Kingdom, the United States,
and other countries. His ownership
of print businesses ranges from The
Times of London to the New York
Post. Murdoch is known especially
for making fnancially struggling
media operations proftable.
murray, J anet (1946–) media
analyst, whose book Hamlet on the
Holodeck: The Future of Narrative
in Cyberspace (1998), has become
a reference point for discussing the
metamorphosis of traditional genres
as they are increasingly transferred
to cyberspace
murrow, edward r. (1908–1965)
prominent American broadcaster who
foreshadowed embedded Journalism
when he broadcast eyewitness reports
of world war II events such as the
German occupation of Austria. In the
1950s he was an infuential force for
the free dissemination of information,
producing a notable exposé of the
tactics of Senator J oseph McCarthy
that contributed to the demise of
McCarthyism, the fanatical move-
205
MySPACe
ment investigating various govern-
ment departments and questioning
witnesses about their suspected
communist affliations. In 1954
Murrow used footage of McCarthy’s
own press conferences on his CBS
See It Now documentary program to
expose the excesses of McCarthy’s
anticommunist campaign. The Senate
subsequently reprimanded McCarthy.
music hall popular form of entertain-
ment emerging in the late nineteenth
century that featured acts by singers,
comedians, dancers, and actors. Con-
sidered to cater primarily to vulgar
tastes, music halls evolved in the
early twentieth century into larger,
more respectable variety theaters,
which combined music, comedy acts,
and one-act plays.
music television [see mTV]
music video short flm showcas-
ing a particular song or artist. It is
claimed by many pop music analysts
that some artists, such as Madonna,
Michael J ackson, and the euryth-
mics, owe much of their success to
the popularity of their videos.
musical theatrical production that
revolves around the music com-
posed for it. Its roots can be traced to
eighteenth- and nineteenth-century
genres such as opéra comique. The
Black Crook (1866), considered to
be the frst musical comedy, attracted
lovers of both opera and burlesque
shows. In the 1920s and 1930s com-
posers such as J erome Kern, George
Gershwin, Cole Porter, richard
rodgers, and oscar Hammerstein
turned the musical into a form with
broad appeal. The genre fourished in
the 1950s with works by composers
such as Leonard Bernstein. In the late
1960s, musicals began diversifying,
incorporating elements from rock
music and other styles. Perhaps the
most famous of all contemporary
composers of the genre is Andrew
Lloyd webber, whose musicals Cats
(1981), The Phantom of the Opera
(1986), and Evita (1996) continue to
be popular.
must-carry rules regulations estab-
lished by the fCC (federal Com-
munications Commission) requiring
all cable operators to carry local
broadcasts on their systems, thereby
ensuring that local media outlets and
public television channels can beneft
from cable technology
myspace online social networking
site founded in 2003 where personal
profles can be posted. MySpace
is one of various web sites where
people can post Profiles and blogs,
leave messages, or connect with
friends. It also features an internal
search engine and e-mail system. It
is headquartered in Santa Monica,
California, but its parent company is
headquartered in New York City. As
of 2006, MySpace posted over 100
million profles, with several hundred
thousand new members every day.
MySpace prohibits the posting of any
potentially dangerous information,
such as phone numbers and ad-
206
MYSTerY INGredIeNT TeCHNIQUe
dresses. MySpace (and other online
networking sites) now allows for
the posting of other kinds of items,
including profles for companies
and various artists (e.g., musicians,
flmmakers), who upload songs, short
flms, and other work directly onto
their profles. web site: www
.MySpace.com
mystery ingredient technique ad-
vertising technique whereby a mys-
tery ingredient in a drink, detergent,
or other product is claimed to be the
source behind the product’s appeal or
quality
myth 1. ancient story about gods,
heroes, and supernatural events; 2.
by extension, any story that aims to
explain something in nonliteral or
nonscientifc ways
mythologie [french for mythology]
as defned by roland barthes, any
modern-day spectacle or text that
has mythic structure built into it. for
example, superhero comics or movies
are examples of mythologies, since
they recast the mythic hero concept
in modern form. for instance, Super-
man comes from another world, has
a fatal weakness, brings about justice
in human affairs, and so on, as did
many ancient mythic heroes. The
difference is that Superman’s persona
and story have been updated to refect
the modern imagination—Superman
comes from another planet, the an-
cient hero from the heavens; Super-
man’s weakness (or tragic faw) is
exposure to kryptonite (a substance
from his original planet), while the
ancient hero may have a weak heel
(Achilles) or other faw. The Super-
man story is not a real myth, serving
the important cognitive functions that
myths served in the ancient world;
it is a recasting of myth to serve mod-
ern psychic needs.
mythology 1. group of myths con-
nected to each other in some way;
2. the study of myths. There are four
main types of myths found through-
out the world: cosmogonic myths aim
to explain how the world came into
being; eschatological myths foretell
the end of the world; birth and re-
birth myths indicate how life can be
renewed or tell about the coming of
an ideal world or savior; and culture
hero myths tell about heroes who
have changed the course of history.
mythos [in contrast to lógos] the
form of thinking that generates
myths and many symbols to help
explain the world. for example, the
ancient Greeks symbolized the sun
as the god Helios driving a faming
chariot across the sky. The egyptians,
on the other hand, represented the
sun as a boat.
207
LAST ITeM
naming identifying a
person (in relation to a kin-
ship group or a particular
society), a brand product,
or some other thing to
which people wish to refer
in human terms by analogy (hur-
ricanes, pets). In Anglo-American
culture, given (or frst) names can
stand for such things as a month or
object (May, June, Ruby, Daisy),
pop culture icons (Elvis, Marilyn), or
classical mythic personages (Diana,
Jason), among many others. Tradi-
tionally, the names of ancestors or
religious personages (Mary, John)
are used everywhere in the world.
Until the late Middle Ages, the given
name was generally suffcient. dupli-
cations, however, led to the coinage
of surnames (literally, “names on top
of names”), indicating such things
as the individual’s place of origin or
parentage, personality, occupation,
or some other recognizable trait. for
example, a person living near a brook
would have been called by that name
Brook. Surnames such as Woods,
Moore, Church, or Hill were also
coined in this way. Surnames such as
Black, Short, Long, etc., were coined
instead to highlight traits perceived in
individuals. descendant surnames—
for example, those created with Mac-
or Mc- in Scottish or Irish surnames
(MacAdam, “son or daughter of
Adam”) or -son in english surnames
(Johnson, “son of J ohn”) were used
to specify the family to which some-
one belonged. Surnames describ-
ing an occupation—Smith, Farmer,
Carpenter, Tailor, Weaver, etc.—
were applied to the person
who actually practiced the
occupation, who may have
belonged to a family with
which the occupation was
associated, or who was
perceived as looking or behaving
like someone practicing the occupa-
tion. Naming trends are remarkably
stable in most societies because
names link people to families and
cultural traditions. However, in some
modern cultures, fashion trends
sometimes infuence name-giving.
Nevertheless, according to the U.S.
Social Security Administration, one-
fourth of the top twenty names given
in 2004 were the same as those given
in 1880.
nanotechnology technology permit-
ting the manipulation of atoms and
molecules to form larger structures.
In the computer world, nanotechnol-
ogy refers to any technology that al-
lows for compression of data so that
it can be stored and used by increas-
ingly smaller devices.
napster trade name for software that
allows users to share fles over the
Internet. Napster is the frst to have
had legal challenges to its operations,
with resulting legal measures being
taken. Its name now is associated
more with its legal battles than with
its original technology.
narcotizing dysfunction accord-
ing to one theory, the overloading of
audiences with mediated information,
which results in apathy
N
208
NArrATIVe
narrative any account (story, myth,
tale, fable, etc.) that connects a se-
quence of events involving characters
in certain situations that are usually
resolved by the end. The narrative
may be fact-based, as in a TV docu-
mentary, or fctional, as in a novel
or movie. Narratives are constructed
(normally) with four basic elements:
the plot, which is what the narrative
is all about; characters, the partici-
pants in the plot; the setting, which
is where the plot takes place and the
time frame within which it occurs;
and the narrator, who is the teller of
the story (a character of the narrative,
the author, or some other person).
fictional narratives became popular
worldwide after the Italian Giovanni
Boccaccio wrote the Decameron
(1351–1353), a collection of 100
fctional tales set against the back-
ground of the Black death in flor-
ence. The Decameron is the frst true
work of fction in the modern sense
of the word—the telling of stories
simply for the sake of the telling.
narrative code recurring element
within a narrative (prototypical
characters such as heroes and vil-
lains, themes such as the journey into
an unknown territory, and so on).
The serious study of narrative codes
was initiated by the russian literary
scholar vladimir ProPP, who also
argued persuasively in 1928 that or-
dinary discourse was built upon this
very kind of code.
narrative paradigm theory that
defnes humans in terms of their
tendency to tell stories and to under-
stand the world in terms of narrative
structures and forms
narratology formal study of narra-
tives and narrative codes
narrowcasting broadcasting di-
rected at a limited target audience. In
broadcasting theory, most audiences
are divisible into segments defned
by specifc demographic and lifestyle
characteristics. The contemporary
specialty radio stations and TV chan-
nels, for example, are aimed at audi-
ences with specifc kinds of interests
tied to age, gender, class, and other
kinds of social variables.
national Broadcasting Com-
pany [abbreviated as nBC] major
American commercial broadcast-
ing company founded in 1926 by
rCA Corporation, General electric
Company, and westinghouse as the
frst company to operate a broadcast
network. directed by rCA’s presi-
dent david Sarnoff, it became wholly
owned by rCA in 1930. In the 1990s
NBC expanded its cable television
programming, creating MSNBC (an
alliance with Microsoft) and CNBC
(an alliance with dow J ones). web
site: www.nbc.com
national media media outlets and/
or products that receive nationwide
distribution and attention
national newspaper newspaper that
achieves national popularity and is
available in every part of a country.
209
NeedS THeorY
The most well-known national news-
paper in the United States is The New
York Times, established in 1851.
national Public radio [abbreviated
as nPr] public (noncommercial)
radio network established in 1967
in the United States by Congress to
provide an alternative public radio
system. Public radio stations are
fnanced in much the same way as
public television stations, through
public and private donations and gov-
ernment support. NPr offers a wider
variety of news, documentary, educa-
tional, and information programming
than commercial radio stations. web
site: www.npr.org
naturalism 1. method of flmmaking
whereby characters and locations are
shot as they actually are, as opposed
to creating artifcial ones; 2. more
generally, any form of representation
that attempts to reproduce real-world
features as accurately as possible
naturalistic illusion of television the
impression that people receive from
certain kinds of television programs
that what they are watching is a rep-
resentation of real life when, in fact,
it is not
navigation activity of going from
web site to web site on the Internet,
either to search for something spe-
cifc or else simply to fnd out what is
on the Internet
nBC [see national Broadcasting
Company]
nC-17 rating censorship classifca-
tion in the United States indicating
that a flm cannot be seen by any-
one under the age of 17 because of
its adult-directed content (such as
sexuality, excessive violence, foul
language, nudity)
needle time agreed-upon maximum
amount of time that a radio station
can spend playing recorded music
needs theory in advertising, the theo-
ry that advertising should be based
on linking a product to basic human
needs and how it helps to fulfll them
in some way. The most commonly
identifed needs are:
Achievement: the need to achieve
meaningful objectives
in life or to fulfll
personal dreams
Popularity: the need to win the
attention of others
or to be accepted by
peer groups
Dominance: the need to exert in-
fuence in relations or
to get the upper hand
in them
Diversion: the need to enjoy
oneself and to attain
pleasure in life
Understanding: the need to learn and
instruct
Nurturing: the need to care for
others and to be cared
for by others
Sexuality: the need to express
sexual feelings and
urges
210
NeGATIVe
Security: the need to be free
from harm and threat
Independence: the need to be self-
reliant
Recognition: the need to be recog-
nized or acclaimed in
some way
Stimulation: the need to be excited
or aroused
Novelty: the need to have new
things
Affliation: the need to win
acceptance
Support: the need to receive
emotional support
Consistency: the need to achieve
order through consis-
tency in lifestyle
negative in older photographic tech-
nology, type of flm copy in which
the tones are the opposite of those in
the original
negotiated reading interpretation of
a text that is a compromise reached
between the maker’s preferred read-
ing of it and the reader’s own reading
negroponte, nicholas (1943–) in-
fuential author on digital media and,
especially, on how convergence
unfolds in cyberspace. His book Be-
ing Digital (1995) has been widely
cited in the media and communica-
tions literature.
neologism 1. newly coined word
or phrase that has not been gener-
ally accepted yet, such as digiform
(a blend of digital and form); 2. use
of a word with a new meaning, such
as the use of so as an emphatic form
in expressions such as That’s so
yesterday
neomania [term coined by roland
barthes] the maniacal craving for
new things, whether they are needed
or not, prompted by consumerism
and supportive media spectacles and
advertising
neo-marxist theory any media
theory that espouses basic
Marxist ideas, but coming after
the mainstream form of Marxist
criticism known as the frankfurt
school
neorealism Italian literary and cine-
matic movement that fourished after
world war II, focusing on social re-
alities as they are in actual everyday
existence. Neorealist writers included
Italo Calvino, Alberto Moravia, and
Cesare Pavese. Neorealism in flm
embraced a documentary-like objec-
tivity in style. The actors were often
amateurs, and the action revolved
around everyday situations. Two
notable examples of neorealist flms
are roberto rossellini’s Open City
(1945) and Vittorio de Sica’s The
Bicycle Thief (1948).
net [see internet]
net audience total number of people
reached by an advertising campaign.
An individual is counted once in this
method, regardless of whether she or
he has seen the campaign more than
once.
211
NeTworKING
net imperative the idea that it is
crucial for organizations to use the
Internet if they are to gain success in
today’s digital universe
netiquette informal set of rules regard-
ing use of the Internet, including the
type of language that is appropriate
netlingo [also called netspeak] forms
of language used in chat rooms, text
messages, social networking sites,
and the like. Netlingo is marked by
effciency of structure, which mani-
fests itself in such phenomena as ab-
breviations, acronyms, and the use of
numbers, all of which are designed to
make the delivery of linguistic mes-
sages rapid and highly economical.
Some of these are listed below.
b4 = before
bf/gf = boyfriend/girlfriend
f2f = face-to-face
gr8 = great
h2cus = hope to see you soon
idk = I don’t know
j4f = just for fun
lol = laughing out loud
cm = call me
2dA = today
wan2 = want to
ruok = Are you oK?
2moro = tomorrow
g2g = gotta go
netphone phone that makes connec-
tions via the Internet
netspeak [see netlingo]
netsurfng [see navigation]
network 1. chain of radio or televi-
sion stations linked technologically;
2. company that produces program-
ming for such stations; 3. in com-
puter science, system of computers
interconnected to each other
network era period of television
programming, from the early 1950s
to the 1990s, when the big three net-
works (CBS, NBC, and ABC) were
the dominant broadcasters, with little
or no competition from other sources.
The era went into decline with the
advent of cable technology and
Internet-based or Internet-connected
broadcasting
network news Transfer Protocol
[abbreviated as nnTP] protocol for
transferring newsgroup data across
the Internet
network programming scheduling
television programs over an entire
network, in order to take into account
time and regional differences
network society increasing tendency
of society to use global computer
networks for the purposes of commu-
nication, work, shopping, and most
of the other things that previously
were done in person in the so-called
offine world
networking 1. building up an infor-
mal group of people to contact as a
way to learn about job opportunities,
especially by means of Internet com-
munications; 2. inexpensive way of
sending information quickly among
212
New eCoNoMY
computers connected together in a
single room or building
new economy information-based
(digital) economic systems, in
contrast to the traditional industrial
economic systems
new journalism type of journal-
ism similar to gonzo Journalism,
in which the emotional content of a
story is emphasized over its informa-
tion value
new wave 1. group of individual-
istic french flmmakers who called
for flms to give more leeway to the
director’s own personal vision;
2. type of punk rock style popular in
the mid- and late 1970s, which began
partly as a backlash against the per-
ceived superfcial disco style;
3. style of science-fction writing,
which emerged in the 1960s, charac-
terized by a pessimistic view of the
world and revolving around antihe-
roes, rather than superheroes
newbie an inexperienced user of the
Internet
newcomb’s aBX model of com-
munication early (1953), but still
often-cited, tripartite communication
model consisting of the sender (A),
the receiver (B), and the social situ-
ation in which the communication
takes place (x)
news report of a current happen-
ing or happenings in a newspaper,
on television, on radio, or on a web
site. The early years of television
offered little news coverage. In 1956
the NBC network introduced The
Huntley-Brinkley Report, a half-hour
national telecast presented in the
early evening and featuring flmed
reports of the day’s events. The other
networks soon followed with similar
news programming formats. In media
studies, news is now seen as a media
genre, with as much entertainment
value as any other genre.
news agency [also called news
service or wire service] organization
that compiles, writes, and distributes
news to media outlets. The largest
news agencies are United Press Inter-
national, Associated Press, reuters,
and Agence france-Presse.
news anchor radio or television an-
nouncer who leads a news broadcast,
usually by commenting and introduc-
ing reports from correspondents in
several different cities, countries, or
other areas
news blackout withholding of a
particular news broadcast, for some
specifc social, political, or other kind
of reason
news fash short news report that
interrupts scheduled programming
because it is deemed to be worthy of
instant broadcasting to the viewing or
listening audience
news magazine 1. print magazine
published regularly, containing com-
mentary on the news, investigative
213
NewSPAPer
reporting features, and the like; 2. by
extension, any radio, television, or
online program formatted like a print
news magazine. News magazines
have gained wide popularity because
they summarize and analyze the big-
gest news stories of the moment.
news peg aspect of a story that
makes it newsworthy, important, or
interesting
news server computer system that
collects and distributes newsgroup
postings
news service [see news agency]
news television channel that broad-
casts only news and documentaries.
The most widely known of these is
CNN (The Cable News Network)
founded by Ted Turner in 1980 to
present 24-hour live news broadcasts,
using satellites to transmit reports
from news bureaus around the world.
news values criteria applied by
journalists to evaluating which news
stories are worthy of printing or
broadcasting, and in which order of
importance they should appear
newsbreak short news bulletin
inserted in a radio or television
program because it is deemed to be
worthy of immediate attention
newscast broadcast of the news.
Newscasting began on radio in the
mid-1930s and increased signifcant-
ly during world war II. The televi-
sion newscast began in 1948 with
15-minute programs that resembled
movie newsreels.
newsgroup a news discussion group
on the Internet. Newsgroups are
organized into “interest categories”
(for example, automobiles). A person
starts a discussion by posting (up-
loading) an article and the follow-up
replies form the discussion. Most
newsgroups are connected via
Usenet, a worldwide network that
uses the netWork neWs transfer
Protocol.
newspaper print publication issued
daily, weekly, or at regular times that
provides news, features, informa-
tion of interest to the public, and
advertising. In 1690 Benjamin Harris
of Boston founded Publick Occur-
rences Both Forreign and Domestick,
the frst newspaper in the American
Colonies. The colonial government
ordered it stopped after just one is-
sue. In 1704 J ohn Campbell put out
The Boston News-Letter, the frst
regularly published newspaper in
America. Newspapers developed
rapidly in the 1800s, owing to wider
literacy rates and advances in print
technology. Newspaper publishing
expanded greatly in the twentieth
century. Today, newspapers undergo
consolidation driven by media con-
glomerates or through the acquisition
of smaller papers by larger ones.
In 1980 The Columbus Dispatch
became the frst electronic newspaper
in the United States. In addition to
printing a regular paper edition, the
214
NewSPeAK
Dispatch started transmitting some
of its content to computers in homes,
businesses, and libraries. Today, most
papers offer online versions.
newspeak imaginary form of speech
in George orwell’s novel 1984
(1949) employed by people living in
a bleak totalitarian society. In new-
speak, words are twisted to mean the
opposite of their real meaning so that
they can be used ideologically by so-
ciety’s rulers. Language is simplifed
to impede original thinking and to
make revolutionary thoughts impos-
sible to express.
newsreader software that allows us-
ers to participate in newsgroups
newsreel news report shown on flm
in a movie theater, often before the
main feature, popular from the 1920s
to the 1950s
newsweekly newspaper or magazine
that is published weekly. The most
famous of these is Time, founded in
1923 by Henry r. Luce and Briton
Hadden.
newsworthy stories that are be-
lieved to be interesting enough to be
reported in the media
n-gen [abbreviation of net genera-
tion] people who have grown up with
the Internet from an early age
niche audience small target audience
that is predisposed toward some par-
ticular type of broadcasting or product
niche marketing marketing to small,
but potentially lucrative, specialized
markets
nickelodeon type of movie theater
popular around 1905, which opened
mostly in commercial areas and in
poorer neighborhoods. Because admis-
sion was only 5 cents, the nickelodeons
attracted large audiences for movies,
laying the foundations for the expan-
sion of the fedgling movie industry.
nielsen ratings national ratings of
the popularity of television shows,
developed by AC Nielsen in 1950.
The method now samples televi-
sion viewing in homes, by attaching
a meter to television sets, which
records the channels being watched
and sends the data to a computer
center for statistical analysis. Televi-
sion networks use the ratings to set
advertising rates for each program as
well as to determine which programs
to produce and which ones to cancel.
web site: www.nielsenmedia.com/
ratings101.htm
nihilism philosophy rejecting any
belief system claiming that life has a
purpose. The term was frst used to
describe Christian heretics during the
Middle Ages. It reemerged in russia
in the 1850s and 1860s in reference
to young intellectuals who repudi-
ated Christianity, considered russian
society backward, or advocated revo-
lutionary change. The best-known
fctional nihilist is Bazarov in Ivan
Turgenev’s 1862 novel Ottsy i deti
(Fathers and Sons).
215
NoSTALGIA
nipkow, Paul (1860–1940) German
inventor who, as early as 1884, had
developed a scanning device that sent
pictures over short distances. His sys-
tem worked mechanically, rather than
electronically, but is still considered
to be a forerunner of television.
nnTP [see network news Transfer
Protocol]
noise in communication theory,
anything that interferes with the
transmission or reception of signals. In
electronic transmissions, noise is static.
By extension, in human communica-
tion, noise refers to any physical noise
(sneezing, chatter, etc.) or to lapses of
memory (psychological noise).
nominalism view of some medieval
philosophers that reality is constructed
by humans through their words and
thus cannot exist apart from them.
Nominalism was a reaction to realism,
according to which reality has an in-
dependent existence prior to and apart
from human knowledge of it. The
most widely cited nominalist is the
fourteenth-century english Scholastic
philosopher william of ockham, from
whose name we derive the concept of
Ockham’s (or Occam’s) razor, which
asserts that the simplest of two or
more theories is to be preferred and
that it should explain what is unknown
in terms of what is known.
nonverbal communication com-
munication by means of facial
expressions, gestures, postures, and
other wordless signals. The term also
includes indirect or implicit com-
munication through grooming habits,
hair and clothing styles, and such
practices as tattooing and body pierc-
ing. Nonverbal communication plays
an essential role in social interaction.
The scientifc study of nonverbal
communication is called kinesics,
which was established as a separate
feld of inquiry and research by the
twentieth-century American anthro-
pologist ray L. Birdwhistell, who
recorded and analyzed body move-
ments, facial expressions, gestures,
and the like during social interaction.
Birdwhistell claimed that it is pos-
sible to write a “kinesic grammar” in
the same way that linguists wrote a
verbal grammar by analyzing words
and sentences. The main areas of
nonverbal communication study are:
• eye contact (looking patterns)
• facial expressions
• posture, body orientation, sitting
patterns
• gesture
• interpersonal zones (zones people
maintain between each other)
• sensory signals
• hair and hairstyle
• clothing
• food
• spaces and buildings
• architecture and cities
northcliffe revolution shift in the
economic basis of newspaper pub-
lishing in the late nineteenth century
when newspapers became dependent
upon advertising revenues
nostalgia yearning for anything
removed in space or time
216
NoSTALGIA TeCHNIQUe
nostalgia technique advertising
technique that uses images from
previous times when, purportedly,
life was more serene, less dangerous,
and idyllic
novel fctional prose narrative, longer
than a novella. Literary critic
edmund Gosse traced the novel as
far back as Aristides’s sixth-century
b.c.e. story about Miletus, called the
Milesiaka. Unlike modern fction,
the story had many historically ac-
curate elements, and thus often reads
as history rather than as fction. In
eleventh century J apan, the Baroness
Murasaki Shikibu wrote what many
regard as the frst fctional novel, The
Tale of Genji. The modern concept
of fction starts with the fabliau
in the medieval period, culminat-
ing in the fourteenth century with
Giovanni Boccaccio’s Decameron
(1348–1353). Miguel de Cervantes’s
Don Quixote de la Mancha (Part I,
1605; Part II, 1615) is considered
to be the frst novel of true artistic
merit, setting the stage for the novel
as an important literary genre. Novels
became dominant in the eighteenth
and nineteenth centuries. They
continue to be extremely popular,
although they have been competing
for dominance with movies through-
out the twentieth and early twenty-
frst centuries. Many novels have
formed the basis of movie scripts;
today some movies are produced frst
and the novels written afterward.
The movie is, essentially, a “visual
novel,” with the camera taking over
the role of the narrator.
novella brief prose story, considered
to be the precursor of the short story
and the novel. The frst and still
most widely read compilation of
novellas is Giovanni Boccaccio’s
Decameron (1348–1353), consisting
of 100 stories, told by a group of
friends who had escaped the plague
in florence in order to entertain
each another over a period of ten
days.
nPr [see national Public radio]
nudity the exposure of parts of the
body that are considered unaccept-
able to expose in a public spectacle,
performance, and the like. The
criteria for such exposure will vary
widely from place to place, and from
age to age. The ancient Greek and
roman nude statues, Michelangelo’s
sculpture David (1501–1504), and
rodin’s The Thinker (c. 1886) are
considered works of art, rather than
erotic or obscene representations;
on the other hand, nude poses such
as those found in contemporary
magazines are interpreted in vastly
different ways. In sum, nudity has
meaning; it is perceived to have
cultural (moral, aesthetic, etc.)
value, rather than just biological
meaning.
nursery rhyme poem written in
catchy rhyme for children. An
example is London bridge is falling
down, derived probably from an old
dance tune. Collections of nursery
rhymes in print started appearing in
the eighteenth century.
217
LAST ITeM
o&o’s [full form: owned
and operated by net-
works] television stations
that are owned and operated
by networks
object 1. in grammar, a noun or noun
phrase that directly or indirectly re-
ceives the action of a verb, or follows
a preposition; 2. in philosophy, any-
thing that is knowable, as opposed to
subject (any knower); 3. in semiotics,
whatever a sign stands for
object language meanings and sym-
bolic values attached to objects
objective journalism journalism
that aims to present the news without
opinion or bias
objective theory of art theory argu-
ing that art is a projection of reality
as seen by the artist. This contrasts
with mimetic theory of art, which
sees art as a mirror of reality.
obscenity any act, writing, depic-
tion, or representation that is deemed
to be deeply offensive or to violate
community standards of morality
and decency. The Supreme Court
of the United States has ruled that
materials are obscene if they appeal
predominantly to a prurient interest
in sexual conduct, depict or describe
sexual conduct in a patently offensive
way, and lack serious literary, artistic,
political, or scientifc value. Material
deemed obscene under this defnition
is not protected by the free speech
guarantee of the first amendment.
obsolescence view that
things should be constantly
replaced by new things
oCr [see optical charac-
ter recognition]
off the record comments made
spontaneously and not intended to be
published or broadcast
off-air events or dialogue taking
place in a broadcasting studio but not
put on the air
off-camera actions that are taking
place out of the range of a movie or
television camera
offine 1. a computer that is not con-
nected to the Internet; 2. by exten-
sion, anything that exists outside of
cyberspace (traditional media are
now called offine media, in contrast
to those media that are online)
offine newsreader software that al-
lows users to read newsgroup articles
without being online at the same time
off-network syndication process
whereby older television programs
that no longer run on prime time are
made available to local stations, cable
operators, online services, or foreign
markets for reruns
ogden, C.k. (1889–1957) Brit-
ish psychologist who is often cited
in media studies for his works on
meaning, especially the book he
coauthored with I.A. richards, titled
The Meaning of Meaning (1923).
O
218
oLIGoPoLY
oligopoly situation whereby a media
industry is monopolized by a small
number of producers
omnibus radio or television program
that combines all the episodes of a
serial or soap opera that have already
been broadcast
omnimax system of flm projec-
tion that surrounds the audience in a
semicircle, thus engaging a viewer’s
entire feld of vision
on-camera actions taking place
within the range of a movie or televi-
sion camera
on demand any cable or satellite ser-
vice that allows the customer to select
the start time of a particular program
(rather than viewing or listening to it
at regularly scheduled times)
on the record any comment made
that may be published or broadcast
freely
online a computer that is connected
to the Internet. online services pro-
vide e-mail and access to the world
wide web.
online advertising advertising that is
created for viewing on web sites
online auction consumer online ser-
vice at which sellers present items for
examination by web users who bid
against one another for the right to
purchase them. The largest and most
popular online auction site is eBay.
online database [also called online
resources] database stored on a com-
puter at a different location. Users
gain access to these databases using
a modem or other device that enables
them to communicate with each other
over a network. databases can usu-
ally be downloaded.
online medium any medium (print,
radio, television) that is delivered
online instead of through more tradi-
tional transmission systems
online service provider [abbreviated
as osP] any provider of access to
the Internet, such as America online
(AoL) and CompuServe
onomatopoeia use or creation of
words imitating the sounds to which
they refer: for example, buzz, swoosh,
drip, bang
op art art style characterized by geo-
metric shapes and luminous colors,
often to create optical illusions
op ed article expressing a personal
view, published opposite an editorial,
that is, on the facing page to that on
which the editorial appears
open source creed policy of making
technology, information, or data freely
available without charging any fees
open text [term coined by umberto
eco] any text that is interpreted as
having a limitless range of meanings.
The open text requires the reader
to have a certain erudition, whereas
219
oPPoSITIoN
closed text does not. for instance,
Samuel Beckett’s Waiting for Godot
(1952), which is an open text, re-
quires readers who can make up their
own minds as to what it means; on
the other hand, a typical detective or
crime scene story does not.
open-source software noncommer-
cial software developed and shared
freely on the Internet
opera theatrical play with all or most
of its text, known as the libretto, set
to music and choreographed in some
way. opera was created in Italy in the
late sixteenth and early seventeenth
centuries by a group of musicians
who called themselves the Camerata
(Italian for “salon”). The Camerata
had two chief goals: to revive the
ancient Greek melodrama and to de-
velop an alternative to the rigid musi-
cal styles of the late renaissance.
J acopo Peri composed Camerata’s
frst opera, Dafne, in 1597.
operating system software program
designed to control the hardware of
a computer so that users can employ
it easily
opinion leader someone who infu-
ences the values, beliefs, and opin-
ions of others in tWo-steP floW
theory, emphasizing the fact that a
few people dictate lifestyle, fashion,
and opinion, while most others are
generally content to imitate and fol-
low them
opinion piece article in which a jour-
nalist expresses an opinion on a topic,
rather than simply reporting the facts
opinion poll survey designed to iden-
tify the attitudes, beliefs, opinions,
or views of people. The target group
may include millions of individu-
als. However, only a small number
of them are actually polled (called a
sample) because, if they have been
properly chosen, their opinions are
considered to usually refect those of
the entire group.
opposition feature of forms (words,
texts, etc.) that keeps them differenti-
ated and distinct. The two words sip
and zip show a sound opposition that
is suffcient to differentiate them for
a speaker of english. The theory of
opposition has been extended to in-
clude cultural ideas such as good vs.
evil, male vs. female, etc., which are
Opera singer
220
oPPoSITIoNAL reAdING
purported to reveal an unconscious
mode of keeping things distinct and
meaningful. Such oppositions are
characteristically binary and hierar-
chical, involving a pair of concepts
in which one member of the pair is
assumed to be primary or fundamen-
tal, the other secondary or derivative.
In deconstruction, the idea is to
displace the opposition by showing
that neither concept is primary.
oppositional reading interpretation
of a text that is in opposition to what
the maker of the text had intended,
which is known as the Preferred
reading
optical character recognition
[ abbreviated as oCr] device that can
recognize text characters and save
them as a text document
optimization in advertising parlance,
computer package that automatically
devises a media schedule for an ad
campaign
oral culture culture in which in-
formation and traditions are passed
on from one generation to the next
by storytellers. The forms of oral
culture include poetry, folktales, and
proverbs as well as magical spells,
religious incantations, and stories
of the past. The prevalence of radio,
television, and newspapers in west-
ern culture has led to the decline of
oral traditions, though some survive,
especially during childhood, when
rhymes, stories, and songs are re-
counted orally.
orality use of the spoken word as the
primary means to transmit informa-
tion, in contrast to literacy
organizational communication
system of communications set up
among organizations (banks, govern-
ment agencies, and the like) that is
not (generally) open to the public
orientalism in cultural theory, the
misrepresentation of non-western
cultures and peoples by the media.
The term originated in the widely
acclaimed book Orientalism (1978)
by Palestinian-born American liter-
ary critic edward Said, in which he
examined western stereotypes of the
Islamic world, arguing that oriental-
ist scholarship itself was based on
western ideological thinking.
orkut online social networking site
run by Google and founded in 2004
that allows people to communicate
and form interest groups. web site:
www.orkut.com
orthography 1. any system of spell-
ing; 2. the art and study of spelling
oscar common name for an acad-
emy of motion Picture arts
and sciences award recognizing
excellence in acting, directing,
screenwriting, and other activities
related to flm production. The term
is derived from the name given to
the golden statuette that is handed
out at the awards.
osP [see online service provider]
221
oxYMoroN
otherness [synonym of alterity]
view emphasizing diversity in rep-
resentational practices. This concept
became widely known after michel
foucault’s accusation in the 1980s
that the “other”—any person or
group of different race, ethnicity,
or sexual orientation—had been
traditionally excluded from western
society’s representational activities.
output hardware computer hard-
ware that transfers information to
the user, such as video displays and
printers
outtake scene or sequence that is re-
moved from the fnal edit of a movie
or radio or television program
oxymoron fgure of speech that com-
bines contradictory ideas: for example,
deafening silence, pleasing pain, etc.
The Oscar statue, 80th Annual
Academy Awards, Hollywood,
February 24, 2008
222
fIrST ITeM
P2P [see peer-to-peer
networking]
package 1. audio text ready
for broadcasting; 2. series
of interview clips put to-
gether by an announcer or reporter
package unit system system of
Hollywood flm production, initiated
in the 1950s, in which each movie
is treated as a separate project with
different actors and production team;
it replaced the older studio system,
allowing independent flmmakers
easier access to the industry
packaging 1. creating a polished
image for a media product through
advertising; 2. designing the pack-
age, box, wrapping, or container of a
product in order to enhance its look
and appeal
Packard, Vance social critic, whose
books The Hidden Persuaders
(1957) and The Waste Makers (1960)
brought to light the persuasive tech-
niques used by advertisers to increase
the use of products
packet unit of data sent over the
Internet
Packet internet groper [abbrevi-
ated as Ping] message that tests the
connection between computers
Page, Larry (1973–) American
cofounder of google, along with
russian-born American sergey
brin
page impression mea-
sure indicating how many
times a web page has been
displayed to a visitor of a
web site
page reader device that converts
written text to a form that a computer
can process
page requests [also called page
views] measure of the number of
times a web page has been visited
daily, thus providing an indication of
its popularity
pager small, portable electronic
device that can receive and send
messages through various wireless
networks
pagination sequence of numbers
given to pages in a document (such
as a book)
painting 1. picture drawn or
made using paint (or some other
substance) on a two-dimensional
surface; 2. art of creating pictures or
drawings. Painting dates back to pre-
historic images found on the walls
of caves, such as those at Lascaux
in france. early societies controlled
the subject matter of painting and
determined its function (ritualistic,
devotional, decorative). Painters
were considered artisans rather than
artists; eventually, in east Asia and
renaissance europe, the “painter-as-
artist” emerged as a distinct indi-
vidual. In the early twentieth century
painters began to experiment with
P
223
PAMPHLeT
art in which formal qualities such as
line, color, and form were explored
rather than subject matter. In the late
part of the century some critics fore-
cast the “death of painting” in the
face of new media such as video and
computer art, yet artists continue to
paint and fll the galleries with new
works. Many of these use words
and images, combining them in
surprising ways, forcing the viewer
to search for possible meanings and
connections among the painting’s
visual elements.
palindrome a word, phrase, sen-
tence, or numeral that reads the same
in either direction (front to back,
back to front): for example, pop; race
car; Madam I’m Adam
PalmPilot a Personal digital as-
sistant (Pda) manufactured origi-
nally by Palm Computing in 1996.
The frst two generations of PdAs
from Palm were called PalmPilots.
The term quickly entered the ver-
nacular as a general word for PdAs,
regardless of the brand.
Palme d’or highest honor awarded
at the Cannes film festival, for best
flm of the year
pamphlet folded booklet that is often
produced to promote a social cause or
political issue. Pamphlets were widely
used in sixteenth-century england,
france, and Germany for religious
or political causes. foremost among
the American writers of political
Petroglyphs on a rock in Canyonlands National Park, Utah (circa 1150 c.e.)
224
PAN ANd SCAN
pamphlets was Thomas Paine, whose
55-page pamphlet Common Sense
(1776) became widely known for
advocating independence. with more
than 500,000 copies sold, the pamphlet
is considered to be a factor in strength-
ening the early American colonists’ re-
solve to gain autonomy from england.
By the twentieth century, pamphlets
came to be used more for information
than for polemical reasons, retaining
this function to the present day.
pan and scan technique for project-
ing widescreen movies on standard
television screens
panel 1. brief text separated from the
body of the main text by lines above
and below, usually highlighting some
aspect of the main text; 2. poster
for advertising purposes; 3. group
of individuals selected to perform a
service, such as an investigation, or
to discuss a topic
panopticism idea proposed by
michel foucault that surveil-
lance methods are used by those
in power to maintain control. The
term comes from J eremy Bentham’s
eighteenth-century design of prisons
in which a large number of prison-
ers are kept under surveillance by a
small number of guards located in a
central viewing tower. Panopticism
often refers to the modern-day use
of video surveillance as an attempt
to control human interaction.
panorama shot in flm or television,
a camera shot that provides a wide
view of a scene or action sequence
pantomime 1. in ancient rome, an
actor who used gestures and body
language rather than words; 2. any
play or skit based on gestures and
body language (without speech).
Pantomime began in ancient theater,
but was developed as part of spoken
theater by the commedia dell’arte,
an improvised comedy style that was
popular in sixteenth- and seven-
teenth-century Italy. Actors in silent
motion pictures necessarily relied on
pantomime.
paparazzi freelance photographers
who pursue celebrities aggres-
sively and persistently in order to
take candid photos of them. The
term comes from federico fellini’s
movie La dolce vita (1960), which
includes a group of roving reporters
who stalk famous people, seeking to
get a sensational story about them.
fellini called one of the journalists
Paparazzo.
Paper Tiger TV alternative media
organization founded in 1981 and
based in New York, devoted to pro-
moting free access and distribution
for independent producers. web site:
www.papertiger.org
paperback book with a soft fex-
ible cover. Paperback books became
popular in europe and the United
States during the 1800s, after the
German publisher Tauchnitz began
to issue paperback editions of classic
literary works in 1841. By 1885, one-
third of the books published in the
United States were paperback, called
225
PArALLeL BroAdCAST
dime novels because they originally
cost 10 cents.
papyrus paper-like material made
from a pith of reeds, formed into a
continuous strip and rolled around
a stick, associated primarily with
ancient egyptian writing. Given the
greater availability and affordability
of papyrus, compared to the previous
use of tablets, literacy came to be val-
ued highly among common people.
parable 1. in ancient Greece, a
literary illustration; 2. in the New
Testament, a story used by J esus to
illustrate a spiritual truth
paradigm 1. set of assumptions,
principles, or practices that are char-
acteristic of a science or philosophi-
cal system; 2. in semiotics, feature
or pattern that keeps signs distinct
and differentiated. In pairs such as
cat-rat and sip-zip, the frst consonant
is the paradigmatic feature that keeps
the words distinct and differentiated.
paradox 1. statement or event that
appears to be contradictory, but
that somehow may actually be true;
2. any circular statement (Which
came frst, the chicken or the egg?).
Paradoxes constitute their own genre,
having become famous for how they
have provided insights into the nature
of logic and mathematics. The most
famous paradoxes are those of the
ffth century b.c.e. Greek philoso-
pher Zeno of elea, who is the likely
inventor of the paradox as a distinct
form of language and logic. In Zeno’s
time, deductive logic was seen as the
ideal form of logic for gaining truth
about the world. Zeno challenged this
with a series of clever arguments,
which came to be known as para-
doxes (meaning literally, “confict-
ing with expectation”). In one of his
paradoxes, Zeno argued cleverly that
a runner would never be able to reach
a race’s fnish line if deductive logic
were used. He argued as follows.
The runner must frst reach half the
distance to the fnish line. Then (and
logically) from the mid-position, the
runner would face a new, but simi-
lar, task—he must cover half of the
remaining distance between himself
and the fnish line. But after doing
so, the runner would face a new, but
again similar, task—he must once
more cover half of the new remain-
ing distance between himself and
the fnish line. Although the succes-
sive half-distances between himself
and the fnish line would become
increasingly (indeed infnitesimally)
small, Zeno concluded that the run-
ner would come very close to the
fnish line, but would never cross it.
Clearly, by experience we know that
the runner will cross the fnish line;
but by logical argument, we have just
shown that he can never do so—
hence the term paradox.
paralanguage any aspect of lan-
guage, such as tone of voice, that is
used along with words
parallel broadcast broadcast that is
transmitted by radio and/or television
and/or the Internet at the same time
226
PArALLeLISM
parallelism any statement made up of
parts that parallel or mirror each other
semantically: for example, I am the
president, the country’s leader am I
Paramount major Hollywood flm
studio founded in 1914. In 1966
Paramount was acquired by Gulf &
western, and the new company later
changed its name to Paramount Com-
munications. In 1994 it was acquired
by Viacom, which in 2000 merged
with CBS. web site: www
.paramount.com
paraphrase any rewording or sum-
mary of something, usually to explain
it: for example, going on a wild
goose chase can be paraphrased as
pursuing something foolish
parasocial interaction 1. imagi-
nary relationship that often develops
between a viewer and an on-screen
character; 2. social relationship at a
distance. encouraged by the media
parchment ancient durable writ-
ing material made from the skins of
sheep, goats, or calves. Parchment
scrolls have survived from as far back
as 1500 b.c.e.
parent brand [also called master
brand] main brand in a brand family;
for example, the Coca-Cola soft drink
is the parent brand of all the other
brands of soft drinks manufactured
by the Coca-Cola Company
parody work making fun of someone
or something (especially a famous
work) in an indirect fashion. Typi-
cally, a parody distorts the theme and
characters of a work or style. Geof-
frey Chaucer’s “The Nun’s Priest’s
Tale” (from The Canterbury Tales),
for example, is a parody of the
solemn language and style of ancient
myth, since the clamor caused by
Master reynard the fox is suggestive
of the fall of Troy. Sitcoms such as
Family Guy and The Simpsons are
examples of parodies of American
society.
parole [see also langue] as de-
fned by ferdinand de saussure,
speech, or the use of language for
purposes such as communication
participant observation in anthro-
pology, research method whereby the
researcher becomes a trusted member
of the culture that she or he is study-
ing, in order to observe the culture
frsthand and thus to gain an inside
perspective
partisan press press associated with
a political party or ideology, gener-
ally showing a bias or allegiance to
that party or ideology
passivity theory view that a typical
audience accepts media representa-
tions passively and unrefectively
pastiche 1. media product that is
created in imitation of another similar
one; 2. text that is constructed with
cluttered or mixed forms, associated
primarily with Postmodernism,
which stresses collective or shared
227
PdA
expression through a blend of bor-
rowed styles
patent governmental grant to an in-
ventor of the exclusive right to make,
use, or sell an invention or media
product. The frst recorded patent for
an industrial invention was granted in
1421 in florence to the artist filippo
Brunelleschi. Generally, in the United
States a patent term of twenty years
is given from the date an application
is fled.
pathetic fallacy the attribution of hu-
man feelings to inanimate things: for
example, the angry skies, a stubborn
computer, etc.
pathos a quality in a literary or artis-
tic work or a media text that evokes
sympathy or pity
patriarchy social system in which
familial, social, economic, religious,
and political authority is wielded by
men. In feminist theories of media,
the term is often used to refer to the
ways in which some societies are
structured to favor male domination
over women. In this usage, patri-
archy implies that the men control
the material and symbolic resources
of a society and that these are often
used to oppress women. explana-
tions for the emergence of this form
of oppression vary from evolutionary
theories, in which males are said to
be the more “aggressive” and thus
“dominant” of the two sexes because
of evolutionary processes that have
conditioned males to be this way, to
cultural theories, in which males are
said to be conditioned by the culture
in which they are reared.
pattern advertising campaign that is
designed to have a broad appeal
pay services [see pay-per-view]
pay-for-play interactive game web
site that charges a fee for usage
pay-per-view service provided by
cable and satellite operators that al-
lows viewers to select and purchase
movies or special programming on a
per-feature basis
Payne fund studies series of studies
of controversial media effects, con-
ducted between 1929 and 1933, pub-
lished subsequently in eight volumes,
that purported to show a link between
movies and such social aberrations as
crime and violence
payola characterization of the bribes
that were given to popular radio dJ s,
especially during the 1950s, who
were in a position to infuence public
tastes, by record companies or artists.
The term is used today more gener-
ally to refer to any type of bribery
designed to promote artists and
works in some medium.
PBs [see public broadcasting
service]
PC [see personal computer]
PDa [see personal digital assistant]
228
P2P
peer-to-peer networking [abbrevi-
ated as P2P] system that intercon-
nects users of the Internet to each
other. The P2P architecture allows
individual users to share fles among
themselves without recourse to a
central server.
Peirce, Charles sanders
(1839–1914) American philosopher
who, along with ferdinand de
saussure, is considered a founder
of modern-day semiotics. Peirce
characterized semiotics as the “doc-
trine” of signs, meaning a “system
of principles.” Contrary to Saussure,
Peirce saw the relation between signs
and sign users not as an arbitrary
one, but rather as an interpretive one;
essentially, every time a sign (such
as a word) is used, it is subject to
variant interpretations according to
context and other external factors.
Peirce is also known as a founder
of philosophical pragmatism, which
maintains that the value of a theory
lies mainly in its applications.
penetrated market market in which
more of a company’s products are
sold, compared to all potential
markets
penetration strategy in advertising,
a plan for promoting a company’s
products in a particular part of the
potential market
pen name [also called pseudonym]
fctitious name used by an author
instead of his or her real name. dur-
ing the 1800s, some women writ-
ers adopted masculine pen names
because of sexual discrimination. The
British novelist Mary Ann evans, for
example, concealed her femininity
with the pen name George eliot. Two
famous pen names are Lewis Carroll,
adopted by the english writer and
mathematician Charles dodgson; and
Mark Twain, adopted by the Ameri-
can author Samuel Clemens.
People meter device invented by
the AC nielsen Media research
Company that is installed in a remote
control unit to electronically record
the selection of television channels.
The device is thus used to determine
television viewing behavior.
perception discernment of objects
or qualities of objects by means
of the senses. According to classic
psychological theory, most percepts
(=units of perception) result from the
association of sensory cues with past
experience.
performance 1. formal exhibition or
presentation before an audience of a
play, a musical program, and the like;
2. representation and communication
of a text, put on display for an audi-
ence; 3. in linguistics, the actual use
of language in concrete situations
performative in discourse theory
and pragmatic linguistics a word or
phrase that indicates the performance
of something, or at least the will to
do something. when someone says
“I am cutting grass,” that person is
performing what the utterance says
229
PerSPeCTIVe
he is doing. The term comes from
J ohn Austin’s 1962 book, How to Do
Things with Words.
performing rights permission to per-
form a piece of music to which the
performer does not hold copyright
periodical publication that is is-
sued at regular intervals, including
newspapers, magazines, journals, and
the like
persona 1. character in a work,
especially in theater parlance;
2. in psychoanalysis, the role one
plays in social contexts, as sepa-
rate from the inner self. In ancient
Greece, the word persona signifed
a “mask” worn by an actor on stage.
Subsequently, it came to have the
meaning of “the character of the
mask-wearer.” This meaning can still
be found in the theater term dramatis
personae, or “cast of characters.”
eventually, the word came to be re-
fashioned as person in english, with
its present meaning, perhaps indicat-
ing the historical importance of the
theater as a medium of portraying
human character.
personal computer [abbreviated as
PC] microcomputer so named be-
cause it is smaller than a mainframe
computer. early mainframes and their
peripheral devices often took up the
foor space of a house, making them
impracticable for personal use. The
PC, which was developed in the early
1970s, fts on an individual user’s
desk.
personal digital assistant [abbrevi-
ated as PDa] handheld or pocket-
sized computer, offering a wide range
of features, including calculation,
time-keeping, computer games,
access to the Internet, e-mail service,
radio, video, etc.
personifcation portrayal or char-
acterization of inanimate objects,
animals, or ideas as if they were
people or possessed human charac-
teristics: for example, My computer
is sick today
perspective technique of represent-
ing images (of people, objects) as
they would appear to visual percep-
tion in reality. Although there is evi-
dence that the ancient Greeks already
knew how to create an illusion of
depth or length in two-dimensional
surface drawings, the Italian renais-
Typical PDA
230
PerSUASIoN TeCHNIQUeS
sance artist filippo Brunelleschi
rediscovered and then entrenched this
technique in painting. for example,
the fgure above is perceived as a
three-dimensional box, rather than a
two-dimensional drawing, because of
the principles of perspective, which
trick the eye into seeing depth.
persuasion techniques in advertis-
ing, techniques designed to persuade
consumers to buy or endorse a prod-
uct. These include the following:
• Repetition is the technique whereby
the content of radio and television
commercials is reiterated in the
print media (newspapers, maga-
zines, posters, displays) in order
to capture the attention of a large
segment of potential customers.
• The something-for-nothing lure
is designed to grab the attention
of potential consumers: Buy one
and get a second one free; Send
for free sample; Trial offer at half
price; Finish this sentence and win
$1,000,000 in cash, an automobile,
or a trip to Florida for two; No
money down; etc.
• Humorously contrived ads and
commercials convey friendliness
and thus help to portray a product
as agreeable.
• Endorsements of products by celeb-
rities make them appear reliable.
• Appeals to parents induce parents
to believe that giving their children
certain products will secure for
them a better life and future.
• Implicit appeals that are designed
to convince parents that they should
get their children some product.
• Scare copy techniques are designed
to promote such goods and services
as insurance, fre alarms, cosmetics,
and vitamin capsules by evoking
the fear of poverty, sickness, loss of
social standing, and/or impending
disaster.
Pg rating [full form: parental guid-
ance] flm classifcation indicating
that a movie may be seen by any-
one, but that parents should exercise
discretion regarding its suitability for
their children
Pg-13 rating [full form: parental
guidance–under thirteen] flm clas-
sifcation indicating that a movie may
be seen by anyone, but that parents
should exercise discretion regarding
its suitability for their own children if
they are under the age of 13
phallocentrism in feminist theory,
the idea that the male perspective
is the dominant one in a patriarchal
society, such as traditional western
society, and thus is expressed in rep-
resentations and media
phatic function as defned by ro-
man Jakobson, the social purpose
of certain forms of discourse, for-
Cube
231
PHoToGrAPHIC TrUTH
mulaic forms of speech that are used
for social contact rather than for the
communication of ideas: for exam-
ple, Hey, how are you? What’s up?
phenomenology twentieth-century
movement in philosophy and the
arts emphasizing the role of sensory
stimulation and the emotions. The
founder was the German philosopher
edmund Husserl. German philoso-
pher martin heidegger claimed
that phenomenology was particularly
useful for explaining the structure of
everyday experience.
phish in netlingo, to trick someone
into providing personal details by
sending an e-mail that presents itself
fraudulently as emanating from a
bank or Internet provider
phone-in radio or television program
that receives phone calls from audi-
ence members, who are encouraged to
ask the host or guest questions, make
comments, or take part in a discussion
phoneme sound unit in language that
signals differences in meaning. for
example, the /p/ can replace other
consonants, such as /w/ and /b/, to
make english words—pin vs. win
vs. bin. It is thus a phoneme in that
language, because it has the ability to
signal differences in the meaning of
these words.
phonetics study and classifcation
of speech sounds. Modern phonetics
began with Alexander Melville Bell,
whose book Visible Speech (1867) in-
troduced a system of precise notation
for writing down speech sounds.
phonograph [also called record
player] device for reproduc-
ing sounds. A phonograph record
produces sound when a stylus is
placed on its rotating surface. Its
invention is generally credited to
thomas alva edison. Before radio
and motion pictures, the phonograph
reigned for several decades as the
great modern innovation in pop cul-
ture and entertainment.
phonology study of the sounds in
a language and how they are used
in the formation of words and other
structures
photo opportunity occasion when
celebrities, politicians, or other public
fgures pose for photographers, usu-
ally to get exposure or for some form
of publicity
photocopy copy of a document or
image, printed directly on paper by
the action of light in a machine built
for this purpose
photodigital memory computer
memory system that employs a laser
to transfer data to a piece of flm,
which can be read again many times
photograph image recorded by a
camera and reproduced on a photo-
sensitive surface
photographic truth former belief
that photographs do not lie. with
232
PHoToGrAPHY
the advent of digital technology this
belief is no longer held, given that
images can now be easily and readily
manipulated.
photography art, craft, or science
of taking and developing Photo-
graPhs. Photography originated in
the early nineteenth century when the
combined discoveries of frenchmen
J oseph Nicéphore Niépce and Louis
J acques Mandé daguerre led to the
invention of the frst commercially
successful photographic process,
called the daguerreotype (1839). In
the 1860s the englishman Henry
Peach robinson pioneered a method
of creating one print from several
different negatives. At the turn of the
twenty-frst century, photographers
started using digital technology,
expanding the uses of photography
considerably and to a large extent
replacing previous photographic
technologies.
photojournalism news reporting
in which photography plays a more
important role than the accompany-
ing text
photomontage art of combining
different photographic images to
compose a single image
picaresque novel novel revolving
around the episodic adventures of a
rogue or adventurer who is portrayed
as drifting from place to place in order
to survive. The genre originated in
Spain with Mateo Alemán’s Guzmán
de Alfarache (1599) being an early
example. The growth and popularity
of the realistic novel led to its decline.
pictography use of pictures or
visual symbols for writing purposes.
Pictographs are drawn to stand for an
object or idea directly. The “smiley”
(J), for example, is a modern-day
pictograph. A pictograph that stands
for an idea rather than something
concrete is called an ideogram
(such as the Nike “swoosh” logo,
representing speed).
pictorial newspaper or magazine that
has many visual images, often more
than it has written text
picture library photography store,
device, or web site from which pho-
tographs may be borrowed or repro-
duced for use in books, magazines, or
other print materials
picture messaging sending images
and photographs from one mobile
phone to another
pilot radio or television program made
as an experiment or trial so as to glean
the audience’s reaction to it as the frst
episode in a potential new series
pilot study preliminary study in-
tended to identify the suitability of
conducting a full study
Ping [see Packet internet groper]
piracy unauthorized duplication,
distribution, or broadcasting of copy-
righted material for proft
233
PodCASTING
pirate radio radio station that broad-
casts illegally without a license, often
attracting large numbers of listeners
plain-folks pitch advertising strategy
whereby a product is associated with
common people using it for practical
purposes
planned obsolescence claim by
some social critics that certain manu-
facturers design their products to last
a short time so that customers will be
forced to buy them over and over
planted news propaganda disguised
as news
plasma screen fat display screen for
computers and television sets, which
gives clearer images than other forms
of screen technology
Plato (c. 428–347 B.C.E.) ancient
Greek philosopher who coined the
term philosophy (“love of knowl-
edge”). His doctrine of forms, by
which he proposed that objects re-
semble the perfect forms with which
all humans are born, is the basis (or
stimulus) of several modern-day
ideas, including that of the arche-
tyPe. His writings include the Re-
public, the Apology (which portrays
Socrates’ self-defense of the charges
against him), Phaedo (which portrays
the death of Socrates and in which he
discusses the doctrine of forms), and
the Symposium.
play story acted out on a stage (or
some other place or through another
medium); a dramatization
play theory of mass communication
idea that the mass media do not pro-
duce harmful effects because people
use them, by and large, for entertain-
ment, rather than for information
playlist list of musical recordings
that are scheduled to be aired by a
radio station
pleasure principle [see also id]
desire for the fulfllment of natural
urges, such as sexual ones, regard-
less of social or moral sanctions. Its
operation is unconscious in adults,
playing an especially important role
in modes of expression that have a
nonrational motivation, such as the
making of art.
plot 1. events that take place in a nar-
rative; 2. main action in a story
plug-in tiny add-on program to a
browser that allows a user to play
animations, videos, or sound fles
pluralism 1. notion that all cultural
and value systems are equal and
should be allowed to coexist in the
same social situation or system; 2.
view that the media should refect
social diversity
PoD [abbreviation of Print on
Demand]
podcasting activity of providing
immediate audio and/or video fles
over the Internet to subscribers, for
playback on mobile devices and/or
personal computers
234
PoeM
poem piece of writing, usually in
verse form, that is more songlike, us-
ing more emotionally suggestive lan-
guage than ordinary speech or prose.
The oldest surviving Greek poems,
and still the most referenced ones in
all kinds of texts, are the great epics
the Iliad and the Odyssey, which are
attributed to Homer and were prob-
ably written during the eighth century
b.c.e. They were composed from
excerpts of Greek oral poetry, such
as folktales and songs. After Homer’s
time, people recited the two works,
often from memory, before audiences
at festivals.
point of presence [abbreviated as
PoP] phone number that a computer
dials via the modem
pointillism painting style in
which color “points” are used to
cover a ground (background and/or
foreground), appearing to blend to-
gether when viewed from a distance,
producing a glowing effect. The
works of Georges Seurat and
his followers in late nineteenth-
century france best exemplify this
style.
political advertising advertising
used for political purposes, such as
political campaigning
political correctness language or
conduct that deliberately avoids
giving offense, especially regard-
ing sensitive topics such as gender,
religion, and race
Sunday Afternoon on the Island of La Grande Jatte (1886) by Georges Seurat
235
PoP LANGUAGe
polysemy 1. multiple meanings that
some words have; for example, the
word play means “drama” and “to
take part in a game”; 2. by extension,
the different ways in which media
texts are interpreted by different
audiences
PoP [see point of presence]
pop art [full form: popular art], art
movement surfacing in the late 1940s
that emphasized the representation
and/or incorporation of the objects
of mass culture. The movement was
initially a reaction against abstract
expressionism, with brand products,
comic strips, and the like forming
the subject matter of the artists in the
movement. Perhaps the best-known
pop artist was Andy warhol, who
produced paintings and silk-screen
prints of commonplace objects and
celebrities.
pop culture [full form: popular cul-
ture] culture that can be defned as
the “culture of the marketplace,” and
thus produced by the people, rather
than commissioned and sponsored
by an aristocrat, institution, or the
like (as in the past). Pop culture is
thus subject to the same economic
laws connected to the making and
consumption of material goods. Pop
culture includes television programs,
advertising, comic books, popular
music (rock ’n’ roll, hip-hop), fash-
ion, sports, shopping, etc. It rejects
both the supremacy of the “high cul-
ture” of the past and the pretensions
of avant-garde intellectual trends of
the present. It is highly appealing for
this very reason. It bestows on com-
mon people the assurance that “cul-
ture” is mass consumption, not just
for an elite class of cognoscenti. It
is thus populist, popular, and public.
The spread of pop culture as a kind of
mainstream culture has been brought
about by developments in technol-
ogy. The rise of music as a mass art,
for instance, was made possible by
the advent of recording and radio
broadcasting technologies at the start
of the twentieth century. records and
radio made music available to large
audiences, converting it from an art
for the elite to a commodity for one
and all. The spread and appeal of pop
culture throughout the globe today is
due to the advent of satellite technol-
ogy and the Internet.
pop language term coined by writer
Leslie Savan in her 2005 book titled
Slam Dunks and No-Brainers: Lan-
Andy Warhol’s silkscreen painting
Orange Marilyn (1964)
236
PoP MUSIC
guage in Your Life, the Media, Busi-
ness, Politics, and, Like, Whatever,
referring to language used in media
but picked up by the population at
large: That is so last year; I hate it
when that happens; Don’t go there;
Get a life; and so on. Savan compares
disney’s 1953 cartoon Peter Pan
with the 2002 sequel Return to Never
Land. The former was free of pack-
aged phrases and slang. The sequel,
on the other hand, is scripted on the
basis of pop language, including such
phrases as: In your dreams, Hook;
Put a cork in it; Tell me about it;
You’ve got that right; and Don’t even
think about it.
pop music [full form: popular
music] music intended to be appre-
ciated by ordinary people, usually
intended to provide entertainment and
pleasure, and including such genres
as jazz, swing, rhythm and blues,
rock, and rap. Pop music surfaced
at the start of the twentieth century,
spreading in the 1920s with the rise
of jazz music. In 1923 the Broadway
musical Running Wild helped turn the
Charleston into what most historians
of pop culture consider to be the frst
dance craze. By the late 1920s, the
cheapness and availability of mass-
produced records entrenched pop mu-
sic as mainstream music. In the 1950s
rock music came onto the scene as
mainstream pop music. Many styles
have emerged since, from punk and
disco to rap and metal.
pop star individual in media who has
become an icon in his or her feld,
becoming a symbol of a trend or
lifestyle
populism political philosophy that
champions the common person,
combining elements of the political
left and right, opposing large busi-
ness and fnancial interests, but also
frequently showing an open hostility
to established labor organizations
pop-under ad Internet ad that ap-
pears in a separate browser window
pop-up ad advertisement that is
activated, popping up on the screen,
when a user visits a particular web
site
pornography depiction of erotic
behavior intended to cause sexual
excitement, primarily in movies. The
word originally signifed any work
depicting the life of prostitutes. The
development of photography and
motion pictures in the nineteenth
and twentieth centuries contributed
greatly to the proliferation of por-
nography, as has the advent of the
Internet in the late twentieth century.
during the twentieth century, restric-
tions on pornography were relaxed
throughout much of europe and
North America, though regulations
remained strict in Asia, the Middle
east, and Africa. Child pornography
is universally prohibited. According
to some media analysts, pornography
is central to understanding pop cul-
ture. when the pornographic movie
Deep Throat premiered in 1972, it
was perceived not just as a new form
237
PoST-BroAdCAST MedIA
of blatant sexual depiction, but was
also described by some critics as a
serious threat to the political and so-
cial order. Pornography continues to
be a form of social criticism against
authoritarianism, albeit much less so
today since it has become virtually
mainstream. Some media analysts
distinguish between the erotic and
the pornographic. The former term is
used to describe the sexual activities
that have been represented in the art
of most cultures since antiquity. In
Greek pottery and Indian temples, for
example, sex in its different forms
appears as just one feature among
many. It is only in modern secular
cultures that a distinction has come
to be made between the two sup-
posedly different kinds of sexual
representation.
portal entry point to the Internet,
such as a search engine
portrait 1. painting, photograph, or
drawing of a person, focusing on the
face, extended to mean the depiction
of someone’s personality in some
way; 2. by extension, any penetrating
depiction of someone or something.
Portraits can be traced as far back
as 3100 b.c.e. in egypt. They serve
various social functions, ranging
from the exaltation of rulers and
important cultural fgures to sketches
of common people.
positioning advertising products
in appropriate market segments
through appropriate media. for
example, advertising for women’s
perfume is positioned in magazines
dealing with women’s issues or in
fashion magazines; men’s deodor-
ants, on the other hand, are typically
positioned in corresponding maga-
zines for men.
positive appeal advertising intended
to demonstrate why a product is at-
tractive or important to possess
positivism philosophical system that
confnes itself to empirical facts,
emphasizing the achievements of
science
post 1. to send a message to a news-
group or bulletin board on Internet;
2. to update a database; 3. to show
text online at a web site
Postal act of 1879 legislation that
allowed magazines to be mailed at
low cost, leading to the growth of the
magazine industry
post-broadcast media the shift that
has occurred in the way that me-
dia texts are delivered, due to the
advent of the Internet and digital
technologies:
Broadcast Post-broadcast
public private
passive active
analogue digital
one-to-many many-to-many
mass interactive
television computer
standardized customized
238
PoSTCoLoNIALISM
postcolonialism the period after a
colonizing country has departed from
the area it once controlled
poster appealing print announce-
ment or advertisement that is
displayed publicly to promote a
product, event, or idea. Posters were
popular in the nineteenth century,
following the invention of lithogra-
phy, which allowed color to be used
in the making of posters. Henri de
Toulouse-Lautrec was noted for his
poster art, which was often used
to advertise cabaret shows. The
early twentieth century gave rise to
advertising posters for every con-
ceivable product; the poster remains
a primary advertising tool to this
day.
post-feminism approach to culture
and media that still holds to basic
feminist criticism, expanding the
original paradigm in order to reevalu-
ate some of the original assumptions
of feminism, especially the role of
sexual representations of women in
the media. Post-feminism emerged as
a backlash to eurocentric and elitist
strands of feminism, and especially
ideas such as those put forward by
radical anti-male feminists such as
Andrea dworkin, arguing that it is a
delicate balance to differentiate be-
tween sexual explicitness and sexual
exploitation and sexism. Perhaps
inspired by artists such as Madonna
in the 1980s, post-feminism cel-
ebrates previously taboo areas among
feminists such as sexual attractive-
ness and fashion.
post-fordism [in contrast to ford-
ism] trend of moving away from
traditional industries toward service
and technology-based work involving
digital media
post-humanism secular philosophy
that aims to reassign humanity to its
place among natural species, bringing
it down from its privileged position.
According to this claim, humans have
no inherent right to destroy nature
or set themselves above it. Post-
humanism has also been enlisted to
suggest that human bodies can be ame-
liorated through technological inter-
vention such as genetic engineering.
posting message sent to a newsgroup
Postman, neil (1931–2003) well-
known critic of media technologies,
entertainments, and their effects on
people and cultures. Among his best-
known works are Amusing Ourselves
to Death (1985) and The End of
Education (1995).
postmodernism movement in phi-
losophy and art rejecting traditional
narrative and aesthetic structures. The
term was coined by architects in the
early 1970s to designate a building
style that was adopted at the time
to contrast with modernist Bauhaus
style (characterized by boxlike
skyscrapers and tall apartment build-
ings). Postmodern architects empha-
sized eclecticism and eccentricity in
design, putting, for example, a trian-
gular roof structure on skyscrapers.
The term caught on more broadly,
239
PreSS
becoming the moniker for a more
general trend in art and philosophy.
postmodernity generally a synonym
for Postmodernism, but sometimes
used to refer to the state of the world,
rather than to the artistic or philo-
sophical aspects of the postmodern
movement
post-production fnal stage in the
making of a recording, flm, or televi-
sion program, involving editing, dub-
bing, and other special effects
poststructuralism movement in
semiotics that challenges basic
structuralist theories, such as that of
binary oPPosition, initiated by the
psychoanalyst Jacques lacan and
the philosopher Jacques derrida.
In structuralism, signs are implicitly
assumed to be the bearers of mean-
ings, independently of their users;
in poststructuralism, signs bear no
meaning, apart from the meanings we
give them in specifc situations.
post-testing evaluation of an adver-
tising campaign in order to determine
its effectiveness
Pr [see public relations]
pragmatics study of how language
is used in social contexts. Pragmatics
deals with who says what to whom
in specifc situations. for example,
saying good-bye can unfold with the
expression Good-bye or with the ex-
pression I’m outta here. The former
is used in formal situations and the
latter is typical of the language used
among friends.
pragmatism philosophical move-
ment developed by charles s.
Peirce and william J ames, claiming
that the validity of anything (an idea,
a theory, etc.) lies in its practical uses
or effects
precision journalism type of jour-
nalism that attempts to make news
reporting a scientifc enterprise with
rigorous methods such as surveys and
questionnaires
preferred reading interpretation of
a media text that is the one intended
by its maker or that is shaped by the
ideology of the society in which it is
made
prejudice unfair opinion formed
by an individual or group, who may
twist or even ignore facts that confict
with that opinion
pre-production work to be done
before the flming or recording stage
of a text or program, such as script
reading and budgeting
prequel story set at a time before the
action of an existing work, especially
one that has achieved success
press 1. those involved in journalism;
2. company that publishes books. The
term was originally applied to print
journalism, specifcally newspaper
journalism, but in the late twentieth
century it started being applied to
240
PreSS CoNfereNCe
electronic forms of journalism as
well.
press conference meeting where the
press and other media reporters are
invited to hear announcements of an
important nature
press gallery location in a courtroom
or legislature where the press can sit
and take notes or record the ongoing
proceedings
press kit package of background
material for a product or campaign
distributed to the press by an agency
or publicity department
press release announcement, usually
in a print form, providing facts to the
media so that they can be reported or
broadcast
pressure group group of people
who work together in order to make
their common concerns known to the
media or government in the hope of
infuencing them
prestige advertising advertising in
high-quality magazines or media
programs, with the aim of enhancing
the company’s reputation
pre-testing the testing of an adver-
tisement or ad campaign before it is
launched
preview text (poster, short flm,
etc.) describing or showcasing an
upcoming media event (a movie, TV
program, etc.)
primacy effect theory notion that
the information most likely to be re-
membered is the one that occurs frst
in a text, flm, or program
primary text media text created be-
fore it is transmitted or made known
prime time period in a radio or tele-
vision schedule when the potential
audience is the largest, generally
weekday evenings from around
7 P.m. to 10 P.m.
priming process of organizing news
items in order of their perceived
importance
print 1. medium of communication
utilizing written text, rather than
visual or audio images; 2. edition of a
book, newspaper, or magazine, made
at a specifc time; 3. photograph
produced from a negative or by a
digital process. The invention of the
Printing Press is widely thought to
be the origin point of mass communi-
cations. Some historians suggest that
print was instrumental in bringing
about all the major shifts in science,
religion, politics, and the modes of
thought that are associated with mod-
ern societies.
Print on Demand [abbreviated as
PoD] printing technology by which
books and other print materials are
printed only after they have been
requested. Such technology has been
made possible because of the advent
of digital printing. Pod is used, for
241
ProGrAM
instance, by presses to reprint older
titles for which there is a moderate
demand.
printing press machine used for
printing materials from movable
metallic characters, perfected by
J ohannes Gutenberg during the mid-
1400s
privacy 1. right to be let alone, to be
free from surveillance by the state,
offcial institutions, or one’s fellow
citizens; 2. right to control the disclo-
sure of personal information
privatization process of transfer-
ring ownership of a media outlet or
institution from the public sector to
the private one
process model theoretical model of
communication in which the mean-
ing of a message is assumed to be the
one intended by the sender, with no
input on the part of the receiver
producer member of a flm team,
a television program, or radio show
responsible for general supervision
and fnancing
product character fctional person
or cartoon animal used in adver-
tisements over a long period. The
character becomes highly familiar
to people and thus provides endur-
ing identifcation with a company’s
products. well-known product char-
acters include Tony the Tiger, Betty
Crocker, Mr. Clean, and ronald
Mcdonald.
product placement marketing strat-
egy whereby a brand product is fea-
tured in a prominent venue or event,
such as a flm or television program.
This strategy goes back to the 1950s
when TV programs such as Texaco
Theater, General Electric Theater,
and Kraft Theater became associated
exclusively with one sponsor continu-
ing a previous radio tradition. In 1982
the extraterrestrial creature in Stephen
Spielberg’s E.T. was seen snacking on
Reese’s Pieces—increasing sales for
the product enormously. That event
started a trend in Hollywood. In 1983
Tom Cruise donned a pair of wayfar-
ers (rayburn sunglasses) in Risky
Business, and sales for that product
shot up. The placement of brands in
the scripts of TV programs and mov-
ies is now so common that it goes
largely unnoticed. Its main objective
is to amalgamate brand identity with
pop culture.
production work of putting together
a media text (a flm, a television
program)
profle in netlingo, the pages that
users of a web site set up to share
information, including photos,
residence address, interests in music,
movies, TV, books, etc. A typical
profle has the name of the user,
sometimes written with mismatched
letters (for example, J ohNnY), a list
of personal details (sex, age, marital
status, zodiac sign), interests (music,
sports), and commentaries.
program 1. any radio or television
text or spectacle; 2. set of commands
242
ProGrAM dIreCTor
that allow users to operate a com-
puter
program director person responsible
for the selection and scheduling of
programs for broadcasting or pod-
casting
progressive rock rock music style
that emerged in the late 1960s,
emphasizing creative freedom, often
drawing on blues and jazz styles in
combination
projection television television sys-
tem in which an amplifed picture is
projected onto a screen
promo advertisement for another
program or movie
propaganda materials, strategies,
etc. (overt or covert), used to spread
particular ideologies or opinions in
order to convince or persuade people
of their validity
propaganda model media and mass
communication model, associated
primarily with noam chomsky,
which claims that those who control
the funding and ownership of the me-
dia determine how the media select
and present their news and events,
making the media nothing more than
a propaganda arm of governments
and business institutions
Propp, Vladimir (1895–1970) rus-
sian literary critic who developed a
list of basic character roles and plot
settings that, he claimed, were pres-
ent in all kinds of stories, including
the hero (or anti-hero), the villain, the
object of the quest, the hero’s helper
or companion, etc.
props small objects on a movie or
television set that are used as part of
a scene or a sequence
prose ordinary language (as opposed
to poetry); for example, novels, es-
says, reviews, critiques, and the like
are all written in prose; on the other
hand, cards (such as those given on
Valentine’s day) are typically written
in poetic style
prosody 1. poetic versifcation;
2. tones, pitches, and stress patterns
that accompany the pronunciation
of words, phrases, and sentences
protocol software that controls con-
nections between computers on the
Internet
prototype theory psychological
theory claiming that the concept
that most people generate in their
minds when a word is used is the
most common, basic, or prototypical
exemplar of a category. for example,
when the word cat is used, people
typically generate an image of the
common cat. They do not normally
think of a cat as a feline, as is a lion
or a tiger. If asked what kind of cat,
people might refer to it as a Siamese
cat, a Persian cat, and the like. The
word feline refects a superordinate
concept (a concept with a general
classifcatory function); cat a basic
243
PBS
or prototypical concept; and Siamese
a subordinate concept.
proverb traditional saying that
expresses an intrinsic truth or else
gives practical advice: for example,
Don’t count your chickens before
they’re hatched (=exercise caution).
every culture has proverbs; they are
part of what anthropologists call folk
wisdom.
proxemics study of the kind of zones
that people maintain while interact-
ing, introduced into anthropology
by edward T. Hall, who measured
such zones, fnding that they varied
from culture to culture (allowing for
predictable statistical variation). In
North American culture, for instance,
Hall found that a zone of 6 inches
was perceived as an intimate one;
while one from 1.5 to 4 feet was ex-
perienced as a safe zone. A stranger
intruding upon the limits set by
such boundaries causes discomfort
and anxiety. If the safe distance is
breached by an acquaintance, on the
other hand, it would be felt to signal
a sexual or aggressive advance.
pseudoevent a staged event for the
media, planned for the sole purpose
of playing to huge audiences
pseudonym [see pen name]
psychedelic hallucinogenic drug
that distorts perception. The term
was used in various phrases in the
counterculture era of the 1960s: for
example, psychedelic rock, psyche-
delic poetry, etc. The term is from
Aldous Huxley’s book on mescaline,
The Doors of Perception (1954).
psychoanalysis psychological meth-
od, developed by sigmund freud,
based in part on the assumption that
unconscious instinctual drives (the
libido) are primary motivators of
behavior. freud introduced the tech-
niques of free association and dream
interpretation to explore unconscious
drives and anxieties. freud’s tripartite
model of personality—including the
id, the ego, and the suPerego—has
been used by various media and ad-
vertising analysts to explain how we
relate to texts unconsciously.
psychographics study of the psycho-
logical profles of different people for
advertising and marketing purposes.
Psychographics differs from demo-
graPhics, which studies lifestyle
patterns and other social characteris-
tics of subjects.
Public Broadcasting act of 1967
U.S. legislative act that established
the Corporation for Public Broad-
casting, which oversees the Public
Broadcasting Service (PBS) and
National Public radio (NPr)
Public Broadcasting service
[ abbreviated as PBs] nonproft
organization that oversees public
radio and television programming in
the United States, made possible by
the Public Broadcasting Act of 1967.
PBS stations operate on contribu-
tions from viewers, corporate gifts,
244
PUBLIC doMAIN
foundation grants, and support from
the Corporation for Public Broadcast-
ing. Similar services exist in other
countries. web site: www.pbs.org
public domain realm of works that
are free from copyright or patent and
that can be used or released without
the payment of royalties
public relations [abbreviated as
Pr] activities and techniques used
by organizations and individuals
to establish favorable attitudes and
responses by the general public or
special groups
public service announcement an-
nouncement carried free by a media
outlet promoting a program or project
(usually sponsored by a government
or educational institution) that is
deemed to be of interest to the gen-
eral public
publicity any favorable information
about something or someone in order
to stimulate public interest or to raise
awareness
publisher company that produces
books, journals, or other print
materials
publishing trade, profession, or
activity of producing material in print
or electronic form for distribution to
the public
puff piece 1. an article that gives un-
critical support for a person or cause;
2. in advertising, an ad that borders
on exaggeration
Pulitzer Prize set of prizes awarded
by Columbia University for outstand-
ing public service and achievement
in American journalism, letters, and
music, named after editor and jour-
nalist J oseph Pulitzer
pulp fction magazines and novels
(originally produced on cheap paper)
that deal with popular and titillat-
ing themes, such as crime, sex, and
horror
pun play on the different senses of
the same word or else on the senses
or sounds of different words: for
example, Dee Light is a delight; The
analyst is called Anna List
punk rock aggressive style of rock
music starting in the mid-1970s,
developed from counterculture rock
of artists such as the Velvet Un-
derground and Iggy (Pop) and the
Stooges and represented by American
rockers such as Patti Smith and the
ramones. The style soon took root
in London—where distinctly “punk”
fashions, including spiked hair and
ripped clothing, were adopted by
punk bands such as the Sex Pistols
and the Clash. The fashion items
introduced into pop culture by the
punk movement include: chains, dog
collars, army boots, and “Mohawk”
hairdos.
245
LAST ITeM
Q & a [full form: ques-
tions and answers] style of
radio or television reporting
in which an announcer asks
a correspondent questions
about a story
quadraphonic four-channel (four-
speaker) sound system
qualifed privilege legal right allow-
ing reporters and journalists to report
judicial or legislative proceedings
even though statements made in the
proceedings may be libelous
qualitative research method of
media and advertising research that
is based on observational techniques
such as in-depth interviews and focus
groups
quantitative research method of me-
dia and advertising research that em-
phasizes the measurement of trends
and their statistical implications
queer theory in culture studies,
idea that sexuality cannot be defned
rigidly, and that non-heterosexual
forms of representation (in the me-
dia) are as legitimate as heterosexual
ones
quest in a narrative, the journey
that a protagonist undertakes in
order to achieve or fnd something
important
questionnaire method of
conducting research on me-
dia and advertising based
on the use of specifcally
designed questions. These
can be of two general types:
closed and open. The former asks
respondents to select their answers
from various choices; the latter asks
them to give their opinions in their
own words.
quiz show [also called game show]
radio or television show designed
to test the knowledge, luck, or skill
of contestants or experts. Two of
the most popular quiz shows on
American television are the Wheel of
Fortune and Jeopardy.
quiz show scandals the fraudulent
practices by quiz shows of the mid-
1950s, when some producers began
feeding answers to contestants who
had been chosen to win. Government
investigations led to a demise of the
big-money quiz shows. These re-
gained popularity only in the 1970s.
quota restriction on the amount of
time a particular media product may
be given airtime
quotation piece of writing or oral
speech used, for example, in a book
and enlisted for some purpose (to
support an idea, to embellish a pre-
sentation)
Q
246
fIrST ITeM
r rating flm classifcation
in the United States indicat-
ing that a movie cannot be
viewed by anyone under the
age of 17 unless accompa-
nied by a parent or guardian
racism any action or practice based
on the erroneous belief that some
group(s) of humans is (are) superior
or inferior to others
radical reading one of three
supposed readings or interpretations
applied to a media text (the other
two being dominant and sub-
ordinate), in which the audience
rejects the meanings, values, and
viewpoints built into the text by
its makers
radio transmission of sounds con-
verted into electromagnetic waves
directly through space to a receiving
device, which converts them back
into sounds
radio act of 1912 frst radio legisla-
tion passed by the U.S. Congress,
which addressed the problem of
amateur radio operators jamming the
airwaves by regulating the licensing
of transmitters
radio act of 1927 radio legislation
passed by the U.S. Congress creating
a federal radio Commission, stating
that radio operators could own their
channels if they operated them to
serve the public interest, defning the
broadcast band, and standardizing
frequency designations
radio broadcasting broad-
casting through radio tech-
nology. evidence of a plan
for radio broadcasting to the
general public is found in a
1916 memorandum writ-
ten by david Sarnoff, an employee
of American Marconi, which would
eventually become the radio Cor-
poration of America (rCA). Sarnoff
recommended that radio be made
into a “household utility.” The memo
was given little if any consideration
at frst. After world war I ended in
1918, however, several companies
took up Sarnoff’s idea for the mass
marketing of home radio receivers
very seriously. In an effort to boost
radio sales, the westinghouse electric
Corporation of Pittsburgh established
what many historians consider to be
the frst commercially owned radio
station to offer a schedule of pro-
gramming to the general public. It
was called KdKA, after it received
its license from the department of
Commerce (which held regulatory
power following the end of the war)
in october 1920. KdKA aired mainly
entertainment programs, including
recorded music, using a phonograph
placed within the range of a micro-
phone. The station did not charge
user fees, nor did it carry advertise-
ments. westinghouse used KdKA
simply as an enticement for people
to purchase home radio receivers.
radio broadcasting reached the pin-
nacle of its popularity and infuence
during world war II, when American
commentator edWard r. murroW
changed the nature of news report-
R
247
rAdwAY, J ANICe
ing permanently with his eyewitness
descriptions of street scenes dur-
ing the German bombing raids of
London, delivered from the rooftop
of the CBS news bureau there. U.S.
president franklin d. roosevelt
was among the frst politicians to
understand the power of radio as a
propaganda tool. He used the radio
to bypass the press and directly ad-
dress the American people with his
so-called freside chats during the
Great depression. roosevelt clearly
understood that the emotional power
of the voice would be much more
persuasive than would any logical
argument he might put into print.
The chats continue to this day as
part and parcel of the American
presidency.
radio Corporation of america
[abbreviated as rCa] company
established during world war I to
pool radio patents, giving the United
States control over the new mass
medium of radio broadcasting. web
site: www.rca.com
radio frequency spectrum portion
of the electromagnetic spectrum that
is used for all radio, wireless commu-
nication, and television channels
radio genres programming genres
associated with radio broadcasting,
either currently or in the past. At
frst, radio simply adapted various
genres of traditional stage drama,
transforming them into radio dramas,
action serials, situation comedies,
and so-called soap operas. It looked
to vaudeville to garner and adapt
material for its comedy-variety
programming. And it modeled its
news coverage on the format of daily
newspapers—announcers would, in
fact, often simply read articles from
the local newspaper over the air.
Because of its capacity to reach large
numbers of people, from the 1920s
to the early 1950s radio broadcast-
ing evolved into society’s primary
medium of information, arts ap-
preciation, and entertainment. only
after the advent of television in the
late 1940s did radio’s hegemony in
this domain begin to erode, as its
audiences split into smaller, distinct
segments. Today, radio is primarily a
medium for specialized purposes (for
example, automobile and offce use).
People listen to it in their cars as they
drive from location to location, or in
their offces (or other places) as they
do something else. Aware of this,
radio stations typically present traffc
information in a regular interspersed
fashion throughout their broadcasts,
or else present uninterrupted stretch-
es of music during certain periods of
the working day. radio stations are,
typically, specialized according to
music genre (classical music station,
country music station) or service (all
day news station, religious station,
etc.).
radway, J anice (1949–) leader of
Post-feminist thought, who has
studied women’s representational
and social issues and the power of
women-centered texts. Her most
infuential work is Reading the
248
rAGTIMe
Romance: Women, Patriarchy, and
Popular Literature (1991).
ragtime popular music of the late
nineteenth and early twentieth cen-
turies characterized by syncopated
rhythms—the term, in fact, probably
derives from “ragged time,” allud-
ing to its basis in syncopation. The
most celebrated ragtime composer
of the early period was Scott J oplin.
ragtime is considered an important
infuence on the development of pop
music.
random probability testing tech-
nique of carrying out a survey on a
representative test group, without
any restrictions as to type of person
surveyed
random sample sample taken from
any given population, in which each
person maintains equal chances of
being selected
rap musical style in which lyrics are
rapped (chanted) to rhythmic musi-
cal accompaniment, associated in its
origin with African American youth.
The frst rap records were made in
the late 1970s by small, independent
record companies. Although rap-
per groups such as Sugarhill Gang
had national hits during that period,
the musical style did not enter the
pop culture mainstream until 1986,
when rappers run-d.M.C. and the
hard-rock band Aerosmith collabo-
rated on the song Walk This Way,
creating a broader audience for rap.
The terms rap and hiP-hoP are often
used interchangeably. But the former,
which derives from Sugarhill Gang’s
Rapper’s Delight (1979), refers to the
musical style itself, whereas the latter
refers to the attendant lifestyle that
those who listen to rap tend to adopt.
rap’s lyric themes can be broadly
categorized under three headings:
those that are blatantly sexual, those
that chronicle and often embrace the
so-called gangsta lifestyle of youths
who live in inner cities, and those
that address contemporary political
and philosophical issues related to
the black experience and its history.
By the mid-1990s, rap developed
into a more eclectic musical form,
as rap artists borrowed from folk
music, jazz, and other music styles.
Consequently, it became more me-
lodious and traditional in its use of
instrumentation.
rapport talk style of speech aimed
at establishing harmony among
individuals
rating point one percentage of all
TV households who are viewing a
particular station at a given time, or
one percentage of all listeners who
are listening to a particular radio
station at a given time
ratings estimated size of a radio or
TV audience for a program, broad-
cast, series, etc. ratings are used
to help broadcasters determine the
popularity of a radio or TV program
and to allow sponsors to determine
how many people they are reaching
with their advertising. This system
249
reALISM
has no use on broadcasting web sites,
where visitors to the sites can simply
be tracked and recorded.
rational appeal technique of design-
ing advertising to appeal to custom-
ers by using logical arguments that
demonstrate how the product might
fulfll some need
rationalism philosophy stress-
ing the role of reason in obtaining
knowledge. rationalism has its roots
in ancient Greek philosophy, espe-
cially in the works of aristotle,
but it has come to be associated with
seventeenth-century french phi-
losopher and mathematician rené
descartes, who expressed the essence
of his view with the widely known
expression Cogito ergo sum (“I think,
therefore I am”).
rave venue for electronic dance
music, also called techno, that frst
appeared in the United States in the
1980s. raves took place primarily in
the form of all-night dance parties,
often involving use of the hallucino-
genic drug ecstasy.
rCa [see radio Corporation of
america]
reach estimated number of individu-
als who are tuned into a radio station
or a television program
reader person decoding or inter-
preting a text. Traditional literary
analysis has focused on how a
reader tries to fgure out what the
author of a work intended. In recent
critical approaches, however, the
meaning of a work is described as
a system of meanings to which a
reader responds, according to his
or her personal experiences and the
particular context (social, historical,
psychological) in which the reading
occurs.
reader response theory [see
reception theory]
reading in media studies, a wide
range of processes such as reception,
interpretation, and understanding of
texts
read-only memory (abbreviated
as rom) form of computer memory
that remains, keeping its content even
when the power supply is cut off; the
content cannot be altered once it is
manufactured.
realism 1. view positing that uni-
versals in human cognition and/
or culture exist and can be identi-
fed with logical analysis; 2. view
that objects exist independently of
human perception and identifca-
tion; 3. in media theory, the degree
to which a text accurately refects
things as they really are, and not as
we wish them to be. In literature it
refers to works that depict everyday
life. realist writers include french
writers Gustave flaubert and Guy de
Maupassant, russian author Anton
Chekhov, english novelist George
eliot, and American writers Mark
Twain and Henry J ames.
250
reALITY TeLeVISIoN
reality television [also called
reality show] genre of television
programming that presents purport-
edly unscripted situations, featuring
ordinary people instead of profes-
sional actors. reality television
covers a wide range of programming,
from quiz shoWs to those showing
a group of people trying to survive
(in a particular situation, such as on
a faraway island) and those in which
people compete for a prize by having
to go through a diffcult trial or test.
The television show Candid Camera
was one of the frst reality shows on
television, debuting in 1948. An actor
pulled pranks on ordinary people and
the “candid camera” showed their re-
actions. Another early prototype was
the 1973 PBS series An American
Family, which dealt with a modern
family going through a divorce. real-
ity television as it is currently under-
stood can be traced directly to several
television shows that began in the late
1980s, such as: ABC’s Cops, which
started in 1989, showing police of-
fcers on real duty apprehending real
criminals; MTV’s The Real World,
which began in 1992, putting strang-
ers together for an extended period
of time and recording the situations
that ensued; and Temptation Island
(2001), which achieved notoriety by
placing several couples on an island
surrounded by unmarried people in
order to test the couples’ commit-
ment to each other. Today there are
reality shows in all kinds of genres,
from talk shows, such as The Jerry
Springer Show, to shows in which
people compete for a job.
real-time 1. any event that is trans-
mitted or broadcast as it is occurring;
2. any flm, program, etc., whose plot
lasts the same period of time that it
would take if it occurred in the
real world; an example is the TV
series 24
recall test [see recognition test]
receiver 1. person or device capable
of receiving particular kinds of
signals; 2. entity or device to which/
whom a message is directed
reception theory any media theory
attempting to explain how audiences
interpret texts. reception theory
was at its most infuential during the
1970s and early 1980s, especially
through the work of stuart hall,
one of its main proponents. The
approach focuses on the kinds of “ne-
gotiation” or “opposition” strategies
employed by the audience. recep-
tion research has found that audience
readings of texts are based on cultural
background and life experiences. In
essence, the meaning of a text is not
present within the text itself, but is
created in the dynamic between the
text and its reader.
recital 1. repeating or reading some-
thing out loud; 2. musical or dance
performance
recognition test [also called recall
test] research tool designed to
check how well someone can recall
an advertisement, with or without
prompting
251
reGGAe
record 1. an account or history;
2. disc, cylinder, or other device that
contains sounds that can be played
with the appropriate equipment
recording permanent copy of music
on a disc, Cd, dVd, or other device
reductionism view that complex
structures or concepts are reducible
to simple physical or psychological
principles
redundancy any feature that counter-
acts noise. In language, for example,
redundancy can be seen in the high
predictability of certain words in par-
ticular utterances and the repetition
of elements.
reference 1. note directing a reader’s
attention to a source of information;
2. source of information quoted in a
text; 3. process of pointing out or iden-
tifying something. reference is to be
distinguished from sense. for example,
the words rabbit and hare make refer-
ence to the same kind of animal. But
the sense of each term is different—
hare is the more appropriate term for
describing the mammal if it is larger,
has longer ears and legs, and does not
burrow; rabbit is the animal that people
would normally think of as a “pet.”
reference work dictionary, ency-
clopedia, atlas, or other written or
electronic work containing special-
ized information
referent the thing or idea that a word
or a symbol stands for
referential code code guiding the
interpretation of references found in
a narrative, especially scientifc and
specialized ones
referential framework narrative
technique of portraying a story as
representing real life, by relating
it to the lives and experiences of
audiences
referential function as defned by
roman Jakobson, any utterance
that is designed, simply, to refer to
something real: “Main Street is two
blocks away.” This utterance has the
specifc referential function of indi-
cating where a street can be found. It
conveys, in other words, information
about some real phenomenon.
refection theory view that language
mirrors the things it represents in
some way (through imitation of its
sound properties, through allusion to
its appearance, etc.)
refexivity way in which modern so-
cieties constantly examine their own
cultural practices critically, resulting
in their alteration
reformer in advertising jargon,
person who wants products that will
improve the quality of his or her life,
rather than products that appeal to a
sense of lifestyle
reggae type of popular music com-
bining elements of calypso, rock,
and soul. reggae originated in the
mid-1960s in J amaica, as a means
252
reGISTer
of expressing social discontent. It
was popularized by the movie The
Harder They Come (1972), starring
the singer J immy Cliff, and by Bob
Marley, its greatest and best-known
exponent.
register type of language that fts
into a particular social situation:
Would you be so kind as to tell me
where you live? (=high/formal regis-
ter); Hey, where do you live? (=low/
informal register)
regulation activity of controlling
what occurs in media
reifcation 1. rendering an idea real
by expressing or representing it in
some way; 2. in Marxist theory, the
tendency of people to associate with
the commodities they produce
reinforcement effect theory that
exposure to specifc kinds of acts in
the media, especially violent ones,
may reinforce tendencies in some
people (toward violence) that they
may already have
relativism 1. theory that culture
shapes an individual’s worldview;
2. philosophical view that there is no
moral system that applies to all people
remake new version of an old flm or
program
reminder advertising technique
designed to make consumers recall
an advertisement they have already
viewed
remote control device that operates
a system from a distance. remote
controlled systems include television
sets, garage door openers, robots,
and spacecraft. The frst machines
operated by remote control were
motorboats. The German navy
developed them during world war I
(1914–1918). Automatic garage door
openers were introduced in the late
1940s and TV remote controls in the
mid-1950s. Today, using applications
on the world wide web, people can
control such devices as robots and
cameras remotely.
repertoire list of works that a com-
pany, an actor, a musician, and the
like can perform at any time
repetition and difference combi-
nation of expected and unexpected
elements in a media text that are de-
signed to create interest in audiences
repetition in advertising technique
consisting of the use of different
media to repeat the same message,
adapting it to the properties of the
different media
replay an event or occurrence re-
corded (on tape, video) and played
again (as in a sports program) to
highlight the event (such as a goal
that was scored)
replicability view in the social sci-
ences that research fndings based on
the testing of sample populations are
valid if they can be obtained again by
different researchers at different times
253
rereLeASe
report account of news presented
by a journalist in print, broadcast, or
Internet form
reportage 1. use of a medium (print,
broadcast, Internet) to present the
news; 2. corpus of news; 3. a style of
reporting news
reporter someone who presents the
news in print, broadcast, or Internet
form
report-talk speech style in which the
exchange of information and content
of a message are emphasized over
any emotional factor
repositioning marketing strategy of
changing a product’s image either by
shifting its Positioning (the target
audience to whom advertisements of
the product are aimed), by changing
its design, or by changing the style of
advertising used to promote it
representation way in which
someone or something is portrayed
or depicted in media. for example,
in news reporting, a specifc crime
event can be represented either as a
common everyday occurrence or else
as something much more sinister,
such as a symptom of society’s loose
moral standards. representations
generally possess an underlying
view. for example, some television
sitcoms depict (or have depicted) the
family as an ideal social structure
for resolving emotional problems (as
was evident in the 1950s American
sitcom Father Knows Best), while
others depict it as a dysfunctional one
(as was evident in All in the Family in
the 1970s and Married with Children
in the 1990s).
representation and reality view that
the ways in which media represent
events, situations, and people are
construed to either mirror or con-
struct reality. research has shown
that events that are showcased on TV
or on Internet are felt as being more
signifcant and historically meaning-
ful to society than those that are not.
events such as the J ohn Kennedy
and Lee Harvey oswald assassina-
tions, the Vietnam war, the watergate
hearings, the rodney King beating,
the o.J . Simpson trial, the death of
Lady diana, and the 9/11 attack are
perceived as portentous and pro-
phetic historical events through the
flter of media coverage. The horrifc
images of the Vietnam war that were
transmitted into people’s homes daily
in the late 1960s and early 1970s are
considered to have brought about an
end to the war by mobilizing social
protest. Signifcantly, an MTV fag
was hoisted by east German youths
over the Berlin wall as they tore it
down in 1989. The images of the two
planes smashing into the world Trade
Center buildings on September 11,
2001, brought about an international
reaction, whose consequences are
still being felt.
rerelease music recording, movie,
or other media product that has been
released again to the public in order
to gain a new audience
254
rerUN
rerun repeat broadcast of recorded
entertainment, especially a television
series
resistive reading act of reading a
media text by consciously opposing
its apparent meaning or function
resolution optical quality of images
on a screen (television, computer) or
photograph
resonance positive reaction that a
viewer has to a television broad-
cast or other media event because
it corresponds closely to his or her
experiences or expectations, thus
reinforcing them
response function measure of the
effect that a particular amount of
advertising has on a person
response mechanism method of
showing people’s responses to Inter-
net advertising by measuring the way
that people respond to it through such
means as direct clicking and “fax-
back” sheets
responsive chord theory concept put
forward by sound archivist Anthony
Schwartz, which holds that media
activates ideas that are already present
in people, Media do not transport
information to audiences. rather, they
strike a responsive chord with infor-
mation that people already possess.
restricted codes discourse patterns
that are thought to be characteris-
tic of less-educated working-class
individuals, involving the use of a
smaller vocabulary, simpler grammar,
and the like
retention preservation of brand
loyalty by means of appropriate ad
campaigns and marketing strategies
reterritorialization any media strat-
egy of reclaiming cultural “territory”
by representing cultural meanings
and artifacts in new ways
retrospective article or program that
looks back at an earlier occurrence,
such as a news event or a musical
trend
reuters trade name for a London
news agency, founded in 1851 by
German journalist Paul reuter, that
provides international news. web
site: www.reuters.com
review critical assessment of a
movie, television series, book, or
other media product in a newspaper,
in a magazine, on a radio or televi-
sion program, or on a blog
rhetoric 1. effective speaking or
writing; 2. discipline studying how
language is used effectively in vari-
ous domains (from poetry to adver-
tising). rhetorical analysis explains
how fgures of speech create power-
ful meanings. The use of rhetorical
language is particularly evident in
advertising.
rhetoric of the image in media
theory, the way in which images are
255
rITUAL
used in advertising and flmmaking
so as to persuade the viewer to accept
a message or to reinforce it
rhetorical question a question asked
for effect, in order to emphasize
something, rather than to obtain an
answer
rhyme feature of verse in which
words that have corresponding
sounds and word stress are used, par-
ticularly in various linguistic genres
(especially poetry), especially at the
ends of lines: for example, some and
come; win and sin
rhythm regular recurrence of similar
beats in language forms (such as
poetry) and music, in alternation with
each other and combined into some
pattern
rhythm and blues style of music
developed by African American
blues musicians, after they left the
rural South and moved to Chicago
and other northern cities in the late
1940s. There, they developed a style
of music combining elements of both
blues and jazz.
rich e-mail e-mail that has a voice
message attached to it
richards, i.a. (1893–1979) english
literary critic who emphasized the
role of metaPhor in literature and
ordinary language. In The Philosophy
of Rhetoric (1936), he provided a still
widely used terminology for describ-
ing metaphor—the tenor (what the
metaphor is about), the vehicle (what
is used to characterize the tenor), and
the ground (the meaning of the meta-
phor). for instance, in My grandson
is a sly fox: My grandson is the tenor,
fox the vehicle, and the ground is
something like “My grandson is a
shrewd, crafty person.”
riddle linguistic puzzle playing on
word meanings. The oldest riddle
known is the so-called riddle of the
Sphinx: What is it that has four feet
in the morning, two at noon, and
three at night? The answer is human
beings, who crawl on four limbs as
infants (in the morning of life), then
walk upright (at the noon hour of
life), and fnally walk with the aid of
a cane in old age (at the twilight of
life). As this riddle shows, there is a
play on the metaphorical meanings
of the words standing for the times
of day.
right of reply the right of an individ-
ual or group represented in the media
to answer back if dissatisfed with the
representation
risk society any group or community
that is preoccupied with the risks
posed by modernization
ritual any meaningful activity
intended to symbolize an event; for
example, the use of ritual dances
to exorcise spirits. By extension,
the term is now used to refer to any
symbolic activity that is performed
recurrently or systematically—for ex-
ample, ritual media interaction such
256
roAd BLoCKING
as ritual TV watching, ritual web
navigating, etc.
road blocking [see repetition in
advertising]
road movie flm genre that depicts
the adventures of an individual and/or
group who leave their residence and
travel from place to place, often to
escape from their current lives
roadshow live open-air radio or
television broadcast that travels from
place to place and usually centers on
a theme (for example, life across the
American Midwest, life in the city)
rock [abbreviation of rock and roll
or rock ’n’ roll] musical style that
arose in the mid-1950s, becoming a
dominant form of popular music until
the 1990s. The frst rock songs refect
a blend of the blues, gospel, doo
wop, boogie woogie, and honky tonk.
They were recorded and released by
small, independent record companies
and promoted by controversial radio
disc jockeys such as Alan freed, who
helped spread the term rock and roll,
frst used by the Boswell Sisters in
1934 in their song titled Rock and
Roll, although their term referred to
the back-and-forth movement of a
rocking chair, not to the meanings de-
veloped later. By the time elvis Pres-
ley recorded Good Rockin’ Tonight in
1954 (a remake of wynonie Harris’s
1948 rendition of the song), rock had
established itself as a new trend in
pop culture. After Bill Haley and the
Comets recorded Rock Around the
Clock in 1955, the music genre was
appropriated by the teenagers of the
era. Throughout the 1960s, 1970s,
1980s, and 1990s, rock developed
various genres, from disco and punk
to grunge and techno. rock musi-
cians and bands that have became
icons include elvis Presley, J erry Lee
Lewis, Little richard, the Beatles,
the rolling Stones, Madonna, and
Nirvana, among many others. In
1995 the rock and roll Hall of fame
opened in Cleveland, ohio. Also in
the 1990s, several major television
documentaries were produced on the
history of rock and roll, and histori-
cal box-set recordings were reissued
featuring rock artists from the past.
rockabilly musical style emerging
in the 1950s in Memphis, Tennessee,
which combined elements of coun-
try music with rock and roll and
rhythm and blues. elvis Presley,
Carl Perkins, J erry Lee Lewis, and
Elvis Presley (1935–1977) during his
second appearance on the Ed Sullivan
Show, October 28, 1956
257
rULe of THIrdS
J ohnny Cash began their careers as
rockabilly performers. Some country
performers of the 1990s, includ-
ing the Mavericks and Mark Collie,
revived the rockabilly style.
rockumentary flmed or televised
documentary about rock music or a
rock musician or band
role character or part played by an
actor or performer in a movie, televi-
sion series, etc.
role fulfllment [also called role
reversal] in a narrative, the way in
which characters subvert the expecta-
tions that people attach to the tradi-
tional roles they typically play, such
as a hero playing the role of villain,
and the effect this role reversal has on
audiences
rom (abbreviation of read-only
memory)
romance 1. originally, a medieval
narrative (in verse or prose), written
in a romance language (a language
derived from Latin), revolving
around the amorous exploits of
knights and other chivalric person-
ages; 2. by extension, any media
text (novel, movie) revolving around
love and romance. In Reading the
Romance (1991), Janice radWay
argues that romances are popular
among women because they provide
an escape from domestic life.
romantic comedy humorous comedy
genre involving a love story that usu-
ally ends happily
romanticism literary, artistic, musi-
cal, and philosophical movement that
began in europe in the eighteenth
century and lasted until the end of
the nineteenth century. romanticism
emphasized subjective and emotional
art forms, as well as exotic, occult,
and monstrous themes. In literature,
the romantic hero was often a rebel
or outlaw. romantic composers, such
as frédéric Chopin and robert Schu-
mann, wrote highly emotional works
that broke with existing traditions.
In the visual arts, romantic painters
depicted faraway exotic subjects and
dramatic scenes of nature, suggesting
a mysterious, otherworldly quality
that went beyond nature itself.
rotary press press that prints on
paper passing between a supporting
cylinder and a cylinder that contains
the printing plates. It is used mainly
today in high-speed, web-fed opera-
tions in which the press takes paper
from a roll.
rough cut 1. frst stage of editing
a movie or program in which all
parts are put in order; 2. preliminary
version of a movie, with only basic
editing performed on it
royalties 1. fees paid for the right to
play commercially produced mu-
sic on radio; 2. money payable to a
writer or artist, according to copy-
right for sales of his or her material
(book, recording, etc.)
rule of thirds technique of dividing
a scene or frame into three sections
258
rUN of NeTworK
(horizontally and vertically), in order
to create a balanced composition
run of network banner advertising
that runs across a network of web
sites
run of site banner advertising that
runs on a specifc web site
run of station television advertising
to which no particular time slot has
been assigned
run of week advertising space
bought at the basic rate, but not
assigned to any specifc media
outlet
run on text that continues on the next
line or column
running head heading printed on
every page, or every other page, of a
book, indicating its title or a chapter
or section title
running story news story that is
followed in a series of articles over
different editions of the same news-
paper or program
russian formalism school of
semiotics and literary criticism,
prominent from 1916 to around 1930,
which stressed the role of fgurative
language in all kinds of representa-
tions and discourses, not just poetry
259
LAST ITeM
safe harbor broadcast
times, usually from 10 P.m.
to 6 a.m., when children are
not likely to be a listening
or viewing audience and
thus when adult program-
ming can be safely aired
saga 1. narrative genre dealing with
prominent fgures and events of the
heroic age in Norway and Iceland,
that is, during the late twelfth and
thirteenth centuries; 2. by extension,
any narrative about heroic fgures or
events
said, edward (1935–2003) impor-
tant commentator on the cultural
politics of the Middle east and the
originator of the theory of orien-
talism, which claims that western
representations of Middle eastern
peoples and cultures have been con-
structed in accordance with western
views and are thus often inaccurate
or misleading
sales house company that sells
advertising space in the media
sales literature leafets, brochures,
and other printed information about
a product that can be used by sales-
people to promote it
salience meanings in a text that are
relevant to specifc audiences, but
not to others. for example, the
Star Trek series of television series
and movies has great salience for
“ trekkies” (fans) but not necessarily
for others.
salutation displays cues,
such as gestures and facial
expressions, which betray if
someone is inclined or not
to enter into a conversation
sample 1. representative group
of people chosen for research;
2. music snippets taken from an
existing recording and used as a part
of a new recording. early rap is the
best-known pop music genre to use
samples from prerecorded material.
sample survey statistical survey
targeting a specifc group of individu-
als, aiming to collect information on
particular subjects, such as buying
habits and program preferences
sapir-whorf Linguistic relativity
hypothesis [also called whorfan
hypothesis] theory, associated pri-
marily with linguists edward Sapir
and benJamin lee Whorf, which
maintains that the categories of a spe-
cifc language tend to condition the
ways in which its speakers think
sarcasm mocking or satirical lan-
guage: for example, How slim you
look these days! (uttered to someone
who has put on weight)
satellite [full form: communica-
tions satellite] earth-orbiting system
capable of receiving a signal and
relaying it back to the ground. Satel-
lites have played a signifcant role in
the development and use of com-
munications technologies since the
1970s
s
260
SATeLLITe dISH
satellite dish dish-shaped aerial
capable of receiving broadcast sig-
nals via satellite
satellite footprint surface area
covered by a satellite signal
satellite phone wireless phone that
connects callers via satellite
satellite radio radio stations, such
as sirius and xm, that broadcast
via satellite and usually operate on a
pay-per-service basis
satellite television television
broadcasting received via satellite
that offers a large number of chan-
nels to its subscribers. Millions of
homes in many countries receive
signals from direct broadcast
by satellite (dBS). Most dBS
programming is provided by the
same services that supply programs
to cable television.
satire literary, dramatic, or cinematic
work that ridicules someone or some-
thing, for example, the TV sitcom
The Simpsons is considered a satire
of American culture.
saturation advertising strategy of
fooding the various media outlets
(print, television, etc.) with the same
ads or ad campaign so as to garner a
broad audience
saussure, ferdinand de (1857–
1913) Swiss founder of modern
linguistics and semiotics, born in Ge-
neva. As a student he wrote Mémoire
sur le système primitif des voyelles
dans les langues indo-européennes
(Memoir on the Original Vowel
System in the Indo-European Lan-
guages, 1879), on the vowel system
of Proto-Indo-european. Although he
never published another book, after
his death, two of his assistants com-
piled notes from his lectures into the
seminal work Cours de linguistique
générale (1916; Course in General
Linguistics). The book became the
basis for both semiotic and linguistic
theories and methods.
scenario 1. plot summary of a
dramatic or literary work; 2. actual
screenplay for a movie
scene 1. subdivision of a play, a
movie, or other work; 2. particular
situation in a play, a movie, or other
work (for example, a love scene); 3.
motion picture or television episode
or sequence; 4. main picture or view
in a painting
scenery set or decorations providing
the background for a play, movie, or
other work
scenography art of making and/or
using scenery
schedule order of programs on a
broadcasting system (channel, sta-
tion) for a day, week, month, or year,
devised in such a way as to reach
target audiences
schedule evaluation assessment of
how a particular media plan or strat-
261
SCIeNCe fICTIoN
egy has performed with respect to its
target audience
schema 1. any diagram that repre-
sents something in outline form;
2. pattern representing something in
its essential features
schramm, wilbur (1907–1987)
leading researcher on the effects of
mass communications on people and
society. His most famous work is
Process and Effects of Mass Com-
munication (as editor, with donald
f. roberts, 1954). Schramm’s model
of communication expanded on the
bull’s-eye model. Schramm broke
down the communication process
into four major components: a source
(S) of the communication; a message
(M); a channel (C) for transmitting
it from one place to another; and a
receiver (r) at whom the message
is aimed. It is also known as the
Source-Message-Channel-receiver
(SMCr) model. Schramm also
refned the notions of feedback and
noise, viewing the former as any
mechanism between the source and
the receiver that regulates the fow
of the communication, and the latter
as any distortion or errors that are
introduced in an exchange. Schramm
completed his model a little later
with two other components: the
encoder, which converts the message
into a form that can be transmitted
through an appropriate channel; and a
decoder, which reverses the encod-
ing process so that the message can
be received successfully. The SMCr
has been used extensively in media
studies because of its simplicity and
applicability to all types of media.
sci-f [see science fction]
science fction [abbreviated as
sci-f] literary and cinematic genre
in which the science of the future is
portrayed as having impacts of vari-
ous kinds (psychological, social) on
human beings. The predecessors of
the genre are Lucian of Samosata’s
True History (160 c.e.), in which he
describes an imaginary trip to the
moon; Utopia (1516), by Thomas
More, which depicts a futuristic
world; and Micromegas (1752) by
french satirist Voltaire, in which he
tells of visitors from other planets.
As we understand the genre today,
however, science fction originates
with the novel Frankenstein (1818)
by Mary Shelley. The frst writer
to specialize in the new genre was
J ules Verne. His hugely popular
works include Journey to the Center
of the Earth (1864) and Around the
World in Eighty Days (1873). H.G.
wells followed Verne with Time
Machine (1895), The Island of Dr.
Moreau (1896), and The War of the
Worlds (1898). Mass-distribution
magazines, called PulP fiction,
also published many science fction
stories, including those of edgar
rice Burroughs, beginning in the
1890s. (The frst pulp fction maga-
zine is thought to be frank Mun-
sey’s revamped Argosy Magazine of
1896.) In the twentieth century the
popularity of science fction grew
with the publication of Brave New
262
SCooP
World by Aldous Huxley in 1932
and 1984 by George orwell in 1949.
In the 1950s and 1960s a New wave
subgenre emerged, which focused
on the loss of human values in a
world of increasing technology. New
wave science fction writers include
robert Heinlein, Isaac Asimov, ray
Bradbury, Philip K. dick, and Ursu-
la K. Le Guin. In the 1980s another
subgenre, called cyberPunk, began
to focus on the dangers of computer
technologies; an example is Neuro-
mancer (1984) by william Gibson.
Numerous science fction television
shows have become part of pop
culture lore, including The Twilight
Zone, Lost in Space, Star Trek, and
The X-Files, among others.
scoop story appearing initially in
only one newspaper, on only one ra-
dio or television news program, or on
only one blog. A scoop is, essentially,
a story published by one media outlet
ahead of the competition.
scopophilia (from a Greek word
meaning “pleasure of looking”) in
freudian psychology, the desire
in people to see the unseeable. In
feminist theory it refers to the male
gaze as it seeks pleasure in looking at
women on the screen.
score music composed expressly for
a movie, play, or other work
scrambler electronic device that
garbles telecommunications or broad-
cast signals, so that they can only be
unscrambled by a special device
screen 1. fat surface on which im-
ages are projected; 2. general term
for the flm industry, known more
specifcally as the silver screen
screen test audition for a flm or
television role in which various ac-
tors are asked to play the role briefy
in order to assess which one is best
suited for it
screen violence general fear that
exposure of children to violence on
the screen (movie, television, video
game, Internet) will produce a nega-
tive effect. But research has rarely
found any correlation between expo-
sure to screen violence and nega-
tive effects such as a propensity to
commit violent acts. media effects
models, on the other hand, have al-
ways sustained a correlation between
the two. But such models have been
criticized for:
• focusing on the mass media rather
than on the perpetrators of violence
themselves
• viewing children as passive mallea-
ble creatures, incapable of making
distinctions between fantasy and
reality
• being motivated by political con-
servative ideologies
• defning their study focus inad-
equately, often selecting media
samples in order to verify biases in
the models themselves
• portraying mass audiences as
intellectually inferior and thus
incapable of making up their own
minds
263
SeCoNdArY VIewING
screenplay script and shooting direc-
tions for a movie
screenwriter [also called script-
writer] person who writes the
screenPlay for a movie
screwball comedy genre of com-
edy, originating in the cinema of the
1930s, featuring the humorous ad-
ventures of appealing characters and
showcasing a world of sophisticated
glamour and audacity
scribes persons in the medieval era,
mainly monks and nuns, who copied
manuscripts so that they could be
distributed. Scribes made important
contributions to the development of
the modern book, separating words
with spaces, using capital and small
letters, and establishing a system of
punctuation to make reading easier.
script written text of a play, screen-
play, or broadcast, used in production
or performance
script doctor writer who is asked to
improve a script written by someone
else, to make it conform to produc-
tion expectations
script theory language theory
positing that conversations are often
structured in a scriptlike manner,
unfolding in terms of so-called
vocabulary frames that are adapted
by speakers to ft a situation
sculpture a three-dimensional work
of art, often executed by modeling
a substance (clay, stone, etc.) into a
fgure. Sculpture has been found in
virtually every culture throughout
history. early sculpture was primarily
representational, but in the twentieth
century sculpture became largely
abstract or conceptual in nature,
often incorporating found objects and
nontraditional materials. for ex-
ample, J udy Chicago’s Dinner Party
(1974–1979) integrates traditional
women’s crafts such as weaving and
embroidery with ceramics on a large
triangular table, paying tribute to the
key role of women in social history.
search directory web site that or-
ganizes links to information sources
alphabetically and thematically
search engine computer system that
allows users to enter key words or
queries in order to locate sites on the
world wide web. Search engines
consist of three components: a pro-
gram (or programs), called a spider,
crawler, or bot, which “crawls”
through the Internet gathering infor-
mation; a database, which stores the
gathered information; and a search
tool, which users employ to search
through the database by typing in
keywords describing the information
desired.
season package or set of episodes of
a television program, scripted to form
a coherent sequence
secondary viewing act of watching
television while doing something else,
such as reading or doing housework
264
SeCoNd-GeNerATIoN
second-generation digital wireless
technology, as opposed to earlier
technology
secretive statement technique ad-
vertising technique designed to create
the effect that a secret is being com-
municated, thus capturing people’s
attention by stimulating curiosity:
Don’t tell your friends about . . . ; Do
you know what she’s wearing?
section 315 section of the Commu-
nications Act of 1934 that stipulates
the “equal time” rule in election
campaigns, whereby the broadcast
media must make equal air time
available to all qualifed candidates;
if one candidate is accorded free air
time, opposing candidates must be
accorded equivalent free air time
secularism philosophy that is based
on indifference to, or rejection of,
religion or religious ideas. one of the
most famous of all early secularists
was the florentine politician Niccolò
Machiavelli, who argued in favor
of separating the political sphere of
society from religion. His ideas were
pursued further by english philoso-
pher Thomas Hobbes.
secure server Internet server that
allows for encryption and is therefore
appropriate for e-commerce
secure web site web site that en-
crypts messages to prevent the unau-
thorized retrieval of information that
was utilized or exchanged between
previous visitors and the web site
segmentation 1. the division of
television schedules in terms of genre
or channel; 2. division of audiences
according to demographics for adver-
tising purposes
seditious libel act of defaming a
public offcial or other individual
in print
selective attention tendency to avoid
messages, texts, and representations
that confict with our beliefs and
values
selective exposure tendency of audi-
ences to view media products that
correspond to their preexisting beliefs
and values
selective perception refers to the ini-
tial reading of a media text and what
the audience or individual gets from
the information
selective retention tendency of
people to select from media texts
only those meanings that reinforce
their preexisting beliefs and values.
Anti-pornography individuals who
watch a TV debate on freedom of
expression have been shown to take
away from the debate only the views
that are consistent with their particu-
lar beliefs; libertarian individuals,
on the other hand, tend to take away
from it a sense of triumph by virtue
of the fact that the debate occurred in
the frst place (thus legitimizing the
topic). This view suggests that media
may have limited impacts on most
individuals, and that the communities
265
SeNder
in which they are reared have more of
an infuence on their worldview than
do the media.
self-censorship act on the part of
journalists to censor themselves be-
cause they are under pressure not to
raise sensitive questions from either
governments or the institutions that
employ them
self-regulation practice of some
industries to set up their own regula-
tory agencies
semantic code one of fve codes
(the others being action, enigma,
referential, symbolic) used in
the interpretation of texts, whereby
the interpreter focuses on the mean-
ings conveyed by “human voice”
and the semantic features of the
text itself
semantic differential technique
developed by C.e. osgood, G.J .
Suci, and P.H. Tannenbaum in The
Measurement of Meaning (1957)
for assessing the social and/or
emotional meanings associated
with certain words or concepts. The
technique consists of posing ques-
tions about things or concepts—Is
it good or bad? Weak or strong?—
to subjects, who respond by using
seven-point scales. The answers are
then analyzed statistically. research
has shown that people’s assess-
ments form culture-specifc pat-
terns. In other words, meanings are
constrained by culture; for example,
noise turns out to be a highly an-
noying thing for the J apanese, who
rate it typically at the ends of the
scales, whereas it is a fairly neutral
concept for Americans, who rate
it typically in the mid-range of the
scales.
semantics study of meaning in lan-
guage in all its dimensions, includ-
ing word meaning, phrase meaning,
sentence meaning, utterance mean-
ing, etc.
semiology [term coined by ferdi-
nand de saussure] the study of
signs. Although still used, semiotics
has become the more common
term.
semiosphere sphere of life gov-
erned by signs and their meanings,
including words, texts, and codes
(sign systems) that humans have
created to understand the world
semiotic power ability of an audi-
ence to assign meanings to media
representations, even if these were
not intended
semiotics the study of signs and
their uses in human life. Semiot-
ics has become an important part of
media analysis, used especially to
decode the meanings of ads, pro-
grams, and the like. The frst defni-
tion of sign as a physical symptom
came from Hippocrates.
sender person or device who/which
initiates and transmits a message
266
SeNSATIoNALISM
sensationalism lurid, superfcial
coverage of news, events, celebrities,
or public fgures in any medium
sense [in contrast to reference] any
accrued meaning that a word or text
takes on in cultural context. The ref-
erent is the object named, whereas
the sense is a mode of understanding
it. So, the word cat has a mammal
referent, but it has various senses
attached to it that have accrued over
time (a pet, an animal with supersti-
tious effects if its color is black, and
so on).
sense ratio according to marshall
mcluhan, the degree to which
each of the physical senses are used
in communication and in under-
tanding. The sense ratios are equally
calibrated at birth, but depending on
culture, one or the other will become
dominant. In an oral culture, the
auditory sense ratio dominates; in
an alphabetic one, the visual sense
ratio dominates. Sense ratios are not
preclusive. The raising or lowering
of the ratios depends on the type of
information being processed.
sensitization as used in media
studies, way or ways in which media
coverage can infuence audiences
to react to the events covered
( sympathetically, empathically, etc.).
An example of a television program
designed to sensitize audiences is one
that deals with social issues such as
poverty or abuse, presenting them
in a way that emphasizes “human
suffering.”
sensorium as defned by marshall
mcluhan, the environment in which
the senses are stimulated. In media
studies, it refers to the total sensory
experience that is evoked by a text.
sequel flm, series, or novel that
continues a story started in a previous
flm, series, or novel
sequelitis [colloquial] the tendency
of some authors and/or flmmakers to
write or produce a story in anticipa-
tion of producing sequels
sequence section of a movie show-
ing a single incident or set of related
incidents
serial 1. novel, popular in the 1830s
and 1840s, that was divided into
a number of consecutive episodes
that were published in installments;
2. movie presented in a series of
episodes over several days, weeks,
or months. The frst widely popular
serial movie, called The Perils of
Pauline (1914), was followed by The
Hazards of Helen, which ran for 119
episodes from 1914 to 1917. A serial
episode typically had a “cliff-hanger”
ending, enticing viewers to anticipate
its resolution in the subsequent epi-
sode. Serials remained popular with
movie audiences, especially children,
well into the 1940s. A revival of the
serial concept can be found in the
1981 movie Raiders of the Lost Ark
and its sequels.
series popular form of broadcast
drama unfolding in episodes; for
267
SHANNoN, CLAUde
example, TV police dramas, private-
eye series, westerns, science-fction
series, and series that follow the ex-
ploits of lawyers, doctors, or families
server storage system that controls
network services available on other
computers. on the world wide web,
for example, a server is a computer
that uses the HTTP protocol to send
web pages to someone’s computer
when the user requests them. essen-
tially, servers are host centers run by
universities, corporations, govern-
ment agencies, and other organiza-
tions, all of which are connected to
the Internet.
service area geographical area over
which a broadcasting station can
transmit signals
service provider company that
provides people with access to the
Internet, usually charging a regular
fee. Service providers may also offer
browsers, e-mail accounts, and a
personal web page.
set location (along with appropriate
scenery) where a flm or television
show is being shot
set designer person responsible for
designing scenery and props for a
movie set, television program, or
stage production
set top box [abbreviated as sTB,
also called converter] device that
provides an interface between a
television set and incoming signals
from cable providers, satellites, or the
Internet. An STB can be a separate
device from the television set or can
be built into it.
sets in use [abbreviated as sius]
number of television sets that are
tuned into a particular broadcast dur-
ing a specifc period of time
setting place and conditions in which
a narrative, play, or poem takes place
seventy-eights [also called 78 rpm
records] previous record type made
of shellac that played sound on a
turntable at 78 revolutions per minute
(rpm). Seventy-eights were the only
kinds of records produced until the
1950s, when technological advances
made the production of other types
possible.
sex symbol any celebrity who is
known primarily for his or her sexu-
ality and attractive appearance
sexism 1. practice of some media
products of emphasizing purported
sexual differences in a stereotypical
fashion; 2. generally, any unequal
treatment of the sexes
sexploitation [blend of sex and
exploitation] deliberate use of sexual
material or themes to make a product,
such as an advertisement or a movie,
commercially successful
shannon, Claude (1916–2001)
American engineer who was a pio-
neer in communications, information
268
SHANNoN ANd weAVer’S ModeL of CoMMUNICATIoN
science, and artifcial intelligence (a
branch of computer science that aims
to design computer systems capable
of processing information in a man-
ner that resembles human cognition).
during the 1950s and 1960s, Shan-
non developed early computers that
played chess against human oppo-
nents.
shannon and weaver’s model of
communication one of the frst
models of communication (1949)
put forward by claude shannon
and warren weaver, also known as
the bull’s-eye model. The model
depicts information transfer between
two humans as a process dependent
on probability factors, that is, on
the degree to which a message is to
be expected or not in a given situ-
ation. The model also introduced
several key terms into the general
study of communication: channel,
noise, redundancy, and feedback.
The channel is the physical system
carrying the transmitted signal.
Noise refers to an interfering ele-
ment (physical or psychological) in
the channel that distorts or partially
effaces a message. Redundancy
features are built into communica-
tion systems for counteracting noise.
These allow for a message to be
decoded even if noise is present.
finally, feedback refers to the fact
that senders have the capacity to
monitor the messages they transmit
and to modify them to enhance their
decodability.
share [see share-of-audience]
share-of-audience [abbreviated as
share] percentage of people who are
tuned to a particular program at a giv-
en time; for example, the number of
people watching television between
the hours of 8:00 P.m. to 11:00 P.m.
shareware software that can be
downloaded from the Internet and
used free of charge for a trial period
sheet music print publication of
musical compositions. The publica-
tion of nonreligious music in the
United States started in the 1790s in
New York, Boston, Philadelphia, and
Baltimore, where the major music
publishers were located. These pub-
lishers produced sheet music, mostly
for solo voice with piano accompa-
niment, of popular melodies. Many
historians trace the origins of pop
culture to the rise of the sheet music
industry, because it was among the
frst industries to make music avail-
able to large audiences.
shield law legislation that protects a
journalist from having to reveal his or
her sources of information for a story.
In the United States, shield laws are
enacted at the state level; more than
30 states have passed some form of
such legislation.
shock jock any disc jockey or radio
host who uses vulgar language or
expresses extreme views, in order to
provoke, offend, or shock listeners
shock site web site designed to
shock or offend viewers
269
SIdeBAr
shooting actual flming of a movie;
may also refer to television programs
and to still photography
shopping channel television channel
offering items for sale, usually with
several presenters who demonstrate
and talk about them. Products can be
purchased by dialing a phone number
or visiting a web site shown on the
screen.
short flm running for a short
period of time, usually 30 minutes
or less
short message service [abbreviated
as sms] communications protocol
for text messages, sent in real time
among computer or cellular phone
users
short ordering network practice of
ordering only a couple of episodes of
a new television series
short story short prose fction. early
short stories include such diverse
works as tales told in ancient egypt,
the fables of the Greek slave Aesop
(sixth century b.c.e.), the stories of
ovid (43 b.c.e.–17 c.e.) and Lucius
Apuleius (second century c.e.), the
Indian Panchatantra (fourth century
c.e.), and many others. Such nar-
ratives became popular in europe
after Giovanni Boccaccio published
the Decameron (1348–1353). The
modern short story traces its roots to
nineteenth-century writers such as
edgar Allan Poe and Anton
Chekhov.
short subject [see short]
shortfall signal gesture or facial
expression that conveys insincerity or
suggests some hidden emotion
short-wave radio radio that trans-
mits waves that have lengths shorter
than those of waves used in ampli-
tude modulation (AM) transmissions.
Short waves carry frequency modu-
lation (fM) radio broadcasts and
television signals.
shoshkeles [also called foating ads]
online advertising technique in which
animated objects, such as a car, are
projected across the screen
shot 1. actual piece of flm; 2. single
photographic exposure; 3. single
sequence of a movie or television
program captured by a camera with-
out interruption
show public performance of a media
text (a play, a musical, a movie, a
concert)
show business the entertainment
world, including movies, radio, tele-
vision, and records
show reel compilation of a movie
director’s work, usually intended to
bring out his or her particular skills
showtime time when a performance
or show is scheduled to take place
sidebar short accompanying piece
for a larger story, often with a human
270
SIGN
interest angle, usually separated from
the main text in some way
sign anything that stands for some-
thing other than itself in some capac-
ity, such as a word standing for an
object, or a visual sign such as the
cross standing for Christianity. The
physical structure of a sign is called
the signifer or representamen; the
“something other than itself” for which
it stands is known as its referent, signi-
fed, or object. Its overall meaning is
called signifcation or interpretation.
signal emission or movement that
naturally or conventionally triggers
a reaction on the part of a receiver
signature in electronic communica-
tion, a piece of text that is pasted
automatically onto an e-mail or
newsgroup posting
signature tune [also called theme
song] musical theme used to intro-
duce a television program, radio
show, or serial
signifcant symbolizer sign that
is used in communal settings; for
example, clapping the hands, along
with other audience members, to
indicate praise
signifcation 1. overall meaning or
use of a sign; 2. actual concept that
is evoked when a sign and a refer-
ent are linked
signifed what a sign refers to. The
signifed of the visual V-sign can be:
the letter V, the sign for victory, the
symbol for peace, and so on.
signifer physical structure of a sign.
for example, the sounds t-r-e-e are
not perceived to be random physical
sounds, but sounds that are structured
to refer to something in particular. In
ferdinand de saussure’s original
theory, the connection between the
signifer and the signified, once
established, is binary—that is, one
implies the other. for example,
the word tree is a word signifer in
english because it has a recognizable
phonetic structure that generates a
mental concept of something else (an
arboreal plant):

Today, the signifer is interpreted
more broadly as any recurrent verbal
or nonverbal structure that produces
a mental image of something other
than itself.
silence not speaking, which conveys
something in communicative settings
silent flm early flm made without
sound. In most large theaters, silent
flms were accompanied by music,
recorded or played separately, often
prepared specifcally for the flm.
Most silent flms had subtitles. The
1927 flm The Jazz Singer brought
about the end of the silent flm era.
Although the movie was silent for
signifed
signifer tree
271
SITUATIoN CoMedY
much of its length, the American
entertainer Al J olson sang and spoke
in four of its scenes. The flm was not
the frst talking motion picture, but
it was the frst to succeed at the box
offce.
silver screen movies or the cinema
industry in general
simile comparing ideas using the
words like or as: for example, She
smells like a rose; He is as strong as
an ox
simulacrum theory [adopted from
Jean baudrillard] view claiming
that the media simulate reality and in
so doing impart the sense that they
are indistinguishable from reality. In
effect, audiences end up not being
able to distinguish between reality
and media simulations (called simu-
lacra).
simulation 1. process by which a
sign represents something by resem-
blance or imitation: for example,
the word drop simulates the audio
properties perceived when something
falls to the ground; 2. creation of
electronic representations of objects
or ideas that respond to changing fac-
tors on a computer
simulcast simultaneous broadcast of
a program by radio and television,
or by any of these together with an
Internet site
sirius satellite radio satellite pay-
per-service radio system operating
in the United States and Canada,
providing music, sports, news, enter-
tainment, and other types of program-
ming. Sirius was previously known
as Cd radio, changing its name in
1999. It is distinguished from most
other radio systems by the fact that
it hires or involves celebrities in its
programming, making it highly at-
tractive to listeners. web site: www
.sirius.com
sitcom [see situation comedy]
situated audience view that audienc-
es tend to perceive media representa-
tions in terms of their own everyday
situations
situation analysis gathering and
evaluation of information to identify
the target group and strategic direc-
tion of an advertising campaign
situation comedy [abbreviated as
sitcom] genre based on social situa-
tions with which audiences can easily
identify, broadcast on a recurring ba-
sis. The sitcom has proven to be the
most durable and popular of Ameri-
can broadcasting genres. It uses stock
characters and recurring situations to
explore life in the home, the work-
place, and other common locations
in a funny, often satirical way. I Love
Lucy (1951–1957), which starred
Lucille Ball, was the frst hit sitcom.
The longest-running sitcom is The
Simpsons, an animated series cre-
ated by Matt Groening, an American
cartoonist. It originated in 1987 as a
short feature on the weekly Tracey
272
SIUs
Ullman television show, premiering
as a continuing series in 1990.
sius [see sets in use]
sketch comedy comedic skit with a
vaudeville structure, that is, with
segments consisting of singing,
acrobatic acts, and other types of
performance
skin fick colloquial name for porno-
graphic movie
skit 1. short comic sketch; 2. comic
work that satirizes something or
someone
skyscraper in netlingo, online
billboard placed down the side of a
web page
slander any untrue or misleading
statement that damages someone’s
reputation
slang 1. any language used by
certain groups (such as adolescents)
for purposes of group identity; 2.
informal speech in general. In the
twentieth century, the mass media
have been instrumental in spread-
ing slang broadly. The Internet has
recently brought a great deal of slang
created and used by computer users
into common usage: snail mail (let-
ters delivered by the postal service),
hacker (an expert computer program-
mer often involved in illegal activi-
ties), faming (a hostile response from
a user), and spamming (unsolicited
messages).
slapstick comedy revolving around
crude practical jokes. The word is
traced to a slapping device used in
vaudeville shows, made of two fat
pieces of wood fastened at one end,
and used for slapping onstage.
sleeper effect response to a message
contained in a media text that is not
immediately apparent, but which
surfaces later
slogan catchy expression used
in advertising and publicity: for
example, I’m lovin’ it! (Mcdon-
ald’s slogan); You’re in good hands
with Allstate! Slogans help create
a favorable image of a company,
a brand product, a politician, or a
cause.
slow motion method of flming
scenes or sequences so that they
appear slower than normal on the
screen, for a desired effect
smart card small plastic card that
has a built-in microprocessor to store
and process data and records
smCr model [abbreviation of
Source-Message-Channel-receiver
model; see schramm, wilbur]
sms [see short message service]
snail mail in netlingo, mail sent
through the postal service, as distinct
from e-mail
sneak preview public screening of a
flm before its general release
273
SofT-Core
snob-appeal technique advertis-
ing technique that aims to convince
consumers that using a product will
elevate their social status
soap opera serial drama genre,
aimed originally at a female radio
audience. Soap operas began in
the early 1930s as 15-minute radio
episodes and continued on television
from the early 1950s as 30-minute
and later hour-long episodes. The
genre was named soap opera because
the original sponsors were detergent
companies. Soap operas typically
revolve around romance, infdelity,
loyalty, and intrigue.
social cognitive theory view that
people learn through observation.
The theory has been used to support
media effects models.
social constructivism [also called
social constructionism] 1. belief that
identity is not inherent in an indi-
vidual or group but, rather, is a result
of cultural, political, and historical
forces; 2. view that cultures construct
realities through signs and symbols
and thus that people come to view the
world through them
social controls ideas, beliefs, values,
and mores that people pick up from
the societies in which they are reared
and that condition how they behave
and communicate
social learning theory a theory that
attempts to explain how people learn
through experience and through the
experience of others living in their
own social context. The theory
has been applied to explain the
ways in which people read media
texts.
social responsibility model view
that journalists should monitor what
they are reporting to make sure that it
is ethical, fair, principled, and just, so
that people can make wise decisions
regarding social and political issues
socialism political philosophy in
which private property and income are
deemed to be subject to social control.
The term was frst used to describe the
doctrines of Charles fourier and other
romantic social theorists who saw
spiritual and physical benefts ema-
nating from socialist communities.
Marxists see socialism as a transi-
tional stage between capitalism and
communism.
sociometrics study of social rela-
tions and power structures among the
members of small groups
socrates (c. 470–399 B.C.E.) Greek
philosopher who believed that knowl-
edge is gained primarily through oral
discussion. He emphasized reason in
the quest for knowledge.
socratic irony feigning ignorance of
something in order to make a point
more forcefully
soft-core any representation that is
sexually suggestive or provocative,
but not explicit
274
SofT NewS
soft news news reported in an infor-
mal, often chatty, style
soft sell method of advertising
products and services that uses subtle
forms of persuasion, rather than
blatant ones
software detailed instructions used
to operate a computer for a specifc
purpose. The term was coined around
1960 to differentiate the programs
that run on the computer from the
equipment, or hardware, that makes
up the machine. Most early software
was developed to meet a specifc
need. often, it was included with
a computer manufacturer’s hard-
ware. Later, it was sold separately.
Software is divided into a number
of categories: operating or system
software, which allows the computer
to operate commands; application
software, which allows people to use
computers in specifc ways; network
software, which links computers to
the Internet; and language software,
which provides the tools for writing
programs.
soliloquy monologue presenting a
series of refections. Soliloquy allows
stage characters to confde in the
audience.
something-for-nothing lure adver-
tising technique that offers a potential
buyer a “something-for-nothing”
deal: for example, Buy one and get
the second one free! Finish this sen-
tence and win a trip to the Caribbean
for two!
soul music style of popular music
emerging in the 1960s, sung and per-
formed primarily by African Ameri-
can musicians such as J ames Brown,
ray Charles, Sam Cooke, and Aretha
franklin, having its roots in gospel
and rhythm and blues
sound bite short extract from an in-
terview or a speech used to support a
statement or viewpoint in a broadcast
or a print publication
sound card expansion card that can
convert analog sound (as from a
microphone or audio tape) to digital
form, or convert digitized audio sig-
nals (as from an audio fle) to analog
signals that can be played on
a computer’s speakers
sound effects imitations of natural
and other kinds of sounds to accom-
pany the action and to suggest real-
ism in a movie, play, or program
sound image any sound that is per-
ceived or interpreted in the same way
as a picture
soundtrack 1. narrow band recorded
on the side of the flm image; 2. gen-
eral term for the dialogue, music and
sound effects in a flm or video
source person, organization, book,
or document that a journalist uses for
information or evidence
spaghetti western flm genre in the
style of Hollywood westerns, but
actually flmed in Italy during the
275
SPIN doCTor
1960s and 1970s. The most famous
of all spaghetti western directors was
Sergio Leone, who won a wide audi-
ence with A Fistful of Dollars (1964),
the frst Italian-made spaghetti west-
ern, starring Clint eastwood, who
also acted in Leone’s equally popular
For a Few Dollars More (1965) and
The Good, the Bad, and the Ugly
(1966). These flms initially received
poor critical reviews, but Leone was
eventually recognized for his sense of
historical accuracy and his realistic
use of scenery.
spam unsolicited e-mails sent to a
large number of electronic addresses
special television program that is not
part of the normal schedule
special effects artifcial effects
introduced into a movie or television
show. The earliest special effects
were created with special camera
lenses. The growing use of computer
animation and imagery has made
it possible to create elaborate and
highly realistic effects. Some ani-
mated movies are now made solely
with computer animation, which has
moved special effects artistry to a
new level.
spectacle any performance that
has enormous appeal because of its
“extravaganza” style. The term was
used originally to describe the lavish
productions of circus performances.
Typically, a spectacle unfolded as the
band played, the ringmaster sang, and
performers in elaborate costumes and
animals paraded in front of the audi-
ence. The circus spectacle generally
ended with a long mount, in which
some elephants rested their front legs
on the backs of the elephants directly
in front of them.
speech the use of language in face-
to-face conversations, in writing,
etc. By extension, it is used in media
studies to refer to any special kind
of language (newspaper speech, Web
speech, etc.).
speech act utterance intended to bring
about an actual physical act or desire
for some action; for example, Stop! Go!
speech therapy [also called speech-
language pathology] the science of
speech disorders. Speech therapists
work with people whose speech
interferes with communication, calls
attention to itself, and frustrates both
speaker and listener.
speech-recognition technology
hardware and software that enable a
computer to recognize spoken words
and convert them into commands,
thus eliminating the need to input
information manually
spin the presentation of news or ideas
according to a particular point of
view (usually political)
spin doctor person working in public
relations whose job is to put a sPin
on an item of news in order to protect
someone’s public image or reputation
(usually that of a politician)
276
SPIrAL of SILeNCe
spiral of silence theory developed
by elizabeth Noelle-Neumann,
which holds that people who have
views that they think are not widely
held (whether true or not) tend to
acquiesce, while those who believe
that their views are widespread tend
to express them strongly, leading
to a spiral in which some views are
expressed and others are not
splash page web page that is dis-
played to visitors before they reach
the home page
split run 1. printing of the same issue
of a newspaper or magazine at sepa-
rate times so that different ads may
be included in the different printings,
allowing the effects of the ads to be
assessed and compared; 2. special
versions of a given print publication
with different content to suit specifc
demographic and regional groups
spoiler print publication (newspaper
or magazine) that is released at the
same time as a rival publication in
order to divert interest from it
sponsor company that pays for radio
or television programming by pur-
chasing advertising time
sportscast radio or television broad-
cast of a sports event or of news
related to sports
spot announcements commercial
or public service announcements
that are placed on television or radio
programs
spread story or advertisement in a
print publication or on a web page that
occupies more than a column or page
spy genre literary and cinematic
genre that deals with espionage,
mystery, or intrigue revolving around
an intelligence agent or spy, who is
the hero of the narrative. The best-
known are the J ames Bond movies,
originally cinematic adaptations of
novels by British writer Ian fleming,
including Dr. No (1962), From Russia
with Love (1963), Goldfnger (1964),
Thunderball (1965), and Casino Roy-
ale (1967), all featuring J ames Bond,
the high-living secret agent 007, one
of the most successful characters of
twentieth-century cinema.
spyware software that can secretly
gain access to a computer user’s hard
drive through an Internet connection,
capable of extracting information
from the hard drive without the user’s
knowledge
stage 1. the theater or plays in
general; 2. actual appearance of a
play as created by lighting, scenery,
costumes, and sound effects
stand-in any actor replacing another
actor in a flm or program, usually
when the action is dangerous and
the stand-in is trained specifcally to
participate in it
star [synonym for celebrity] person
who is in the public eye because of
his or her achievements in cinema,
sports, or some other feld
277
STorY
star system publicity strategy de-
veloped by Hollywood in its heyday,
emphasizing movie stars, rather than
the movies themselves, as a way to
attract audiences to movie theaters.
A movie starring J ohn wayne, for
example, would be promoted in such
a way to attract the many fans of the
star, rather than to focus attention on
the movie itself.
station [full form: radio station]
place from which a radio broadcast
originates. There are two main types
of radio stations: commercial and
public. The former are owned by pri-
vate companies, making profts from
advertisements; the latter are funded
by the government. Some countries
also have nonproft stations, operated
mainly by educational institutions.
Although the term station is often
applied to the place where television
broadcasting originates, the more ac-
curate term in this case is studio.
station break interruption of a radio
or television program, often to pro-
vide information on the program it-
self or on the sponsor of the program
status conferral gaining social status
simply by being portrayed in the
media
sTB [see set top box]
stereo [full form: stereophonic] any
electronic audio playback system that
is capable of reproducing high- quality
sound that comes from various direc-
tions (usually through speakers)
stereoscopy process of making pho-
tographs appear to have three dimen-
sions, using a special camera with
two lenses set a small distance apart
stereotype biased assessment of
a person, group, or idea. The term
is applied typically to describe the
expectations that people have of
others according to their age, gender,
physical appearance, ethnic group,
race, or occupation. Stereotypes are
oversimplifed assessments applied as
generalizations, constituting a form
of biased prejudgment.
still static photograph, usually of ac-
tors or scenes in a motion picture for
publicity or documentary purposes
stimulation model a model of media
violence, which claims that exposure
to media violence can increase ag-
gressive behavior in viewers
stimulus-response model a model
describing the relation between an
advertisement and the particular
type of audience reaction it tends
to receive. The model is based on
the school of psychology called
behaviorism, which dominated the
feld from 1913 to around 1970. The
stimulus-response model investigated
complex forms of behavior by mea-
suring and analyzing the responses of
human subjects to various stimuli.
story 1. fctional narrative shorter
than a novel; 2. general term used to
describe any news report or docu-
mentary program
278
STorYBoArd
storyboard 1. blueprint for a flm
sequence or TV commercial, which is
drawn to portray copy, dialogue, and
action, with caption notes regard-
ing flming, audio components, and
script; 2. in advertising, roughly
drawn version of a proposed adver-
tisement
strategic marketing method that
assesses a specifc market and then
provides input on how to design
advertising for that market
stream of consciousness literary
device in which the reader is exposed
to the thoughts and feelings of a char-
acter as they unfold. The term was
coined by william J ames in his book
The Principles of Psychology (1890).
Notable exponents of this genre are
J ames J oyce, william faulkner, and
Virginia woolf.
streaming in netlingo, broadcast-
ing material (audio, video) via Inter-
net in real time. Streaming is made
possible by browsers with “player”
software, which allows a user to play
audio or video fles as they are being
downloaded.
stripping the showing of programs
fve days a week that are either reruns
or programs made for syndication
structuralism mode of inquiry based
on the notion that signs and texts beget
their meanings through oPPositions.
for example, left is understood in
opposition to right, night to day, and
so on. Structuralism originated with
ferdinand de saussure. Both lin-
guistics and semiotics are sometimes
called structuralist sciences.
studio 1. place from which a televi-
sion broadcast originates; 2. commer-
cial flm production company
studio system the Hollywood studios
that dominated flm production from
the 1930s to the 1950s, an era when
independent flmmakers had few
opportunities to break into the movie
market. The studios controlled all
those who worked for them by con-
tract, including actors and directors.
stunt double person who takes the
place of a screen actor in scenes that
involve danger or require special
physical skills
style 1. patterned variation in
language, according to its social
functions; 2. the specialized use of
language in works of literature;
3. type of clothing that is in fashion;
4. particular mode of representing
or performing something (adventure
style, jazz style, Hitchcock style,
Seinfeld style)
subbrand secondary brand that
builds on the associations of a
master brand
subconscious [alternative of
unconscious] in psychology, mental
processes that occur without people
being aware of them. These were frst
studied scientifcally by the french
neurologist J ean Martin Charcot in
279
SUGGeSTIoN
the 1800s by means of hypnosis.
Soon after, doctors realized that
many mentally ill people, such as
those with hysteria, were infuenced
by unconscious thoughts and feel-
ings. It was, however, sigmund
freud who developed the frst theory
of the unconscious, which claimed,
essentially, that unconscious thoughts
seek expression in various forms and
modes, such as in dreams and routine
conversations.
subculture any variation within a
specifc form of culture, developed
by a group in order to set itself apart
from the larger society. Subcultures
may develop in ethnic groups, occu-
pational groups, age groups (espe-
cially adolescents), and other groups
within a larger culture. Subcultures
differentiate themselves typically
through language (slang), clothing,
musical preferences, and the like,
providing members with a sense of
being a single collectivity.
subject 1. topic or main theme of a
work; 2. what a sentence or proposi-
tion is about
subliminal advertising technique
based on hiding a meaning or form in
an ad. The theory is that the uncon-
scious mind will pick up the image,
which will create a need for the prod-
uct. However, no evidence has ever
emerged to show the effectiveness of
such advertising.
subordinate reading one of three
supposed readings or interpretations
applied to a media text (the other
two being dominant and radical),
whereby the audience accepts, by
and large, the meanings, values, and
worldview built into the text by its
makers
subplot plot that is subordinate to
the main plot of a work; for example,
the subplot can be introduced to hide
the resolution (in a mystery story), to
provide comic relief (in a tragedy), or
to shed light on the actions or person-
ality of a character
subscription money paid to a media
outlet (newspaper, magazine, web
site, satellite television service) to re-
ceive its media products on a regular
basis
subtext text (and its message)
implicit within the main text; for
example, a mythic story embedded
into an ad by means of suggestive
images (snake fgures, dark tones,
etc.)
subtitle 1. dialogue appearing be-
tween the scenes of a silent motion
picture; 2. dialogue appearing as a
translation at the bottom of the screen
in a motion picture or television show
in a foreign language
succeeder in advertising parlance,
person who wants products that will
enhance his or her quality of life or
social position
suggestion in advertising, process by
which someone’s views are infu-
280
SUNdANCe fILM feSTIVAL
enced by the message or subtext in
an ad
sundance film festival an-
nual motion picture festival of
independent flmmaking, founded
in 1976, giving awards in various
categories, from best flm to best
sound effects. web site: www.festival
.sundance.org
superego in psychoanalysis, one of
the three basic constituents of hu-
man character, the others being the
ego and the id. The superego con-
trols behavior and develops through
parental and social conditioning.
superhero fctional character who
has the characteristics of the ancient
mythic heroes. for example, the
comic book fgure of Superman,
who was introduced in 1938 by Ac-
tion Comics, and published separate-
ly a little later in Superman Comic
Books, represents a fctional super-
hero, who, like the ancient heroes, is
indestructible, morally upright, and
devoted to saving humanity from
itself. Moreover, like some mythic
heroes, he has a “tragic faw”: ex-
posure to “kryptonite,” a substance
that is found on the planet where he
was born, renders him devoid of his
awesome powers. In mythology and
legend, a hero is an individual, often
of divine ancestry, who is endowed
with great courage and strength, cel-
ebrated for his or her bold exploits,
and sent by the gods to earth to
play a crucial role in human af-
fairs. Heroes are character roles that
embody lofty human ideals for all
to admire—truth, honesty, justice,
fairness, moral strength, and so on.
Modern-day audiences feel this
intuitively, as did the ancient Greek
audiences who watched stage perfor-
mances of Aeschylus’s Prometheus
Bound, Prometheus Unbound, and
Prometheus the Fire-Bringer. rather
than being sent by the gods from
the spiritual world to help human-
ity (something that would hardly be
appropriate in a secular society), Su-
perman came to earth instead from
a planet in another galaxy; he leads
a “double life,” as superhero and
as Clarke Kent, a “mild-mannered”
reporter for a daily newspaper; he is
adored by Lois Lane, a reporter for
the same newspaper who suspects
(from time to time) that Clark Kent
may be Superman.
superstation local independent
television station whose signals
are distributed nationally via
satellite to cable and other
television systems
superstitial animated ad that pops
up between web page views on the
Internet
support advertising promotion
designed to back up a campaign
( political, social)
surfng to go on the Internet in
search of various web sites, for infor-
mation, recreation, or some
other motive
281
SYNeSTHeSIA
surrealism twentieth-century
movement in literature and the arts
founded by André Breton in Paris
in 1924, revolving around dream
images and other fantastic imagery.
Members of the movement include
Max ernst, rené Magritte, and Sal-
vador dalí.
surround sound [also called am-
bisonics] recording and playback
system that uses three or more chan-
nels or speakers in order to create
the effect of sound surrounding the
listener
surveillance society view that
people today can be easily tracked
down and spied upon because of
sophisticated satellite and other
technologies
survey study that measures attitudes,
beliefs, and views by asking people
directly about them. Surveys are
used often in audience studies
because they provide valuable
information that can be assessed
to identify trends, among other
things.
suspension of disbelief acceptance
of unlikely situations in a plot so that
the story can be enjoyed
swashbuckler story about a swords-
man or adventurer: for example, The
Three Musketeers (1844) by Alexan-
dre dumas, père
sweeps survey of television ratings
used to determine advertising prices
symbol something that stands for
something else in a conventional
way. A fag, for example, stands for a
country. white is a symbol of mourn-
ing for Chinese people, while black
is the color of mourning in western
societies. Almost anything can be a
symbol. for example, the alphabet
character A can stand for the best
(such as a grade in school) or the
musical scale or key that has A as its
keynote.
symbolic code one of the fve codes
used in the construction of media
texts, based on the interpretation of
texts with high symbolic content and
how they generate meaning through
the use of symbols. The other
codes are called action, enigma,
referential, and semantic.
synchrony use, meaning, and/or
function of signs, codes, and texts at
a specifc point in time (usually the
present)
syndicated program television
or radio program that is distributed
in more than one market by an
organization other than a
network
synecdoche rhetorical technique
whereby a part is used to represent
the whole, or vice versa: for
example, Scotch tape for adhesives;
the White House for the American
government
synergy strategy of actively forging
linkages between related areas of
282
SYNeSTHeSIA
entertainment. for example, merg-
ers, such as that of Time warner with
AoL, allow for content developed
in one medium, say television, to be
reused and recycled in other media
(movies, Internet).
synesthesia fusion of sensory reac-
tions to words and texts created by
juxtaposition: for example, hot pink
(=feeling +sight); smooth melody
(=touch +hearing)
syntagm pattern resulting from a
combination of elements; for example,
in word construction, the order of
sounds is subject to rules of combina-
tion (pfng is not a legitimate word in
english because pf cannot be used at
the beginning of words)
syntax 1. organization of words
to form sentences; 2. study of how
words are combined to create larger
structures
283
LAST ITeM
tabloid small format
newspaper that is roughly
half the size of a standard
newspaper, usually contain-
ing sensational coverage
of crime, scandal, gossip,
violence, or news about celebrities.
Tabloids also typically include lurid
photographs, cartoons, and other
graphic features.
tabloid TV television news pro-
gram that is styled after newspaper
tabloids
tachistoscope testing in advertis-
ing research, the measurement of a
person’s recognition and perception
of various elements within an ad by
using the different lighting and ex-
posure techniques of a tachistoscope,
a device that projects an image at a
fraction of a second
tag 1. piece of data that can be used
to facilitate retrieval of text; 2. the
html codes that create hypertext
tag question a word or phrase added
to the end of a sentence or utterance
that is intended to seek confrmation,
agreement, or some similar response,
rather than information: for example,
You like this a lot, don’t you? This is
a good movie, isn’t it?
tagline 1. slogan or phrase that
conveys the most important attribute
or beneft that an advertiser wishes to
convey about a product (for example,
Taco Bell’s Think outside the bun!);
2. short phrase attached to the title
of a movie that makes a
commentary or captures
attention
take 1. in flmic language,
repetition of the same
shot because the previous one was
not satisfactory; 2. single session in
which a piece of music is recorded in
a recording studio
talk show genre of radio or televi-
sion program in which people discuss
aspects of their lives or current issues
with a host. Late-night talk shows
emphasize entertainment; others may
focus on politics, controversial social
issues, or sensational topics. Some
talk shows allow listeners or viewers
to take part in the program by tele-
phoning the station to ask questions
or give their opinions.
talkie movie with a soundtrack. The
term was coined in 1927 to character-
ize the new technology that allowed
soundtracks to be integrated with
pictures in flms.
talking head shot of a person on
television that focuses on his or her
head and shoulders as he or she is
seen talking
tango sensual ballroom dance style
originating in Argentina, made popu-
lar in the United States by Vernon
and Irene Castle, a famous ballroom
dancing team. By 1915 it was being
danced throughout europe, becoming
a craze after rudolph Valentino and
his partner featured the tango in the
T
284
TAP dANCe
motion picture Four Horsemen of the
Apocalypse (1921). The dance form
communicates passion through alter-
nate long slow steps and short quick
ones, with sudden turns and sexually
suggestive poses.
tap dance a style of dance using
precise rhythmical foot movements
and audible foot tapping. The form is
derived from the traditional jigs and
reels of Ireland and Scotland. It was a
popular staple of nineteenth-century
minstrel shows. By 1925 the dance
had become popular in variety shows
and early musicals.
tape plastic thin layer used for
recording and playing back sound.
Tape recording was, until recently,
widely used by the recording industry
and in radio and television broadcast-
ing. Though it still has many uses, it
is being replaced by dVd and other
technologies.
target audience group at whom a
specifc media product or advertis-
ing strategy is directed. Advertis-
ers gather data on people (through
discussions, interviews, etc.) to fnd
out all they can about them—for
example, age, class, gender, lifestyle
preferences—and then use the infor-
mation to determine the best way to
advertise to them.
target market group of individuals
who are the intended audience of
an advertiser’s message and prospec-
tive purchasers of its products or
services
t-commerce business conducted
by means of interactive television
technology
TCP/iP [see Transmission Control
Protocol/internet Protocol]
teaser 1. preview of a broadcast or
publication intended to elicit inter-
est; 2. advertisement that gives little
information about a product, thus
making consumers curious to know
more
technical director member of a
flm or television crew responsible
for overseeing technical operations,
such as camera equipment and sound
equipment
Technicolor process for making
motion pictures in color, developed
in the early 1900s, resulting in color
reproduction of high quality. The frst
full-length flm made in Technicolor
was The Gulf Between, appearing in
theaters in 1917. Many Technicolor
flms were made in the 1930s and
1940s. Today, Technicolor has largely
been replaced by simpler and less
expensive color flm processes.
techno music [also called elec-
tronica] dance music that frst
appeared in the 1980s and became
globally popular in the 1990s, us-
ing synthesizer melodies with rapid
electronic rhythms. Techno was
adopted by the ravers, young people
who organized all-night dance parties
that often featured the hallucinogenic
drug ecstasy.
285
TeLeGrAM
technological determinism idea
that technology shapes the course of
human evolution. Many historians of
science argue that technology has not
only become an essential condition
of advanced, industrial civilization,
but also that the rate of techno-
logical change has developed its own
momentum. Innovations appear at
a rate that increases geometrically,
unhindered by geographical limits
or social systems. These innovations
tend to transform traditional cultural
systems, frequently with unexpected
social consequences. Some social
critics therefore defne technology
as both a creative and a destructive
process.
technophobia fear of technology.
Technophobia is usually associated
with fear of rapid innovations
in science, such as genetic
engineering, Internet technology,
and the like.
telecast short for “television broad-
cast”
telecommunications general term
for all electronic communications
and transmission at a distance, over
cables, wireless radio relay systems,
or via satellite links. Modern tele-
communication systems can transmit
large volumes of information over
long distances.
Telecommunications act of 1996
legislative act that opened up the
United States telecommunications
industry to competition, leading at
the same time to a wave of media
consolidation. The act also requires
broadcasters to add captions to an
increasing number of programs.
Under the act, all programs must be
captioned in english by 2008 and in
Spanish by 2012.
telecommuting work performed
at home by means of telecommu-
nication networks, rather than at a
conventional place of work such as
an offce
teleculture concept suggesting that
television is a dominant infuence
in society, helping both mirror and
shape cultural institutions, replac-
ing books, families, and educators
as primary infuences in cultural
transmission
teledemocracy view that democracy
will spread because of telecommu-
nications, which help disseminate
information freely across the globe,
thus encouraging large groups of
people to make up their own minds
about issues and thus develop a sense
of democracy
teledrama drama flmed expressly
for television audiences
teleflm flm made expressly for
television audiences
telegenic the quality of appearing
attractive on television
telegram printed message sent by
telegraPhy
286
TeLeGrAPHY
telegraphy electrical system that can
send and receive electrical signals
over long-distance wires. The frst
commercial telegraph systems were
developed in Great Britain in the early
nineteenth century. In the 1840s the
American inventor Samuel f.B. Morse
developed a code that came to be
adopted internationally. The code—
known as the morse code—utilized
“on” and “off” signals to represent
individual letters of the alphabet.
The telegrapher at one end of the line
would tap on an electrical key, and
the telegrapher at the other end would
decode the tapping as it came in, write
down the message, and send it to the
recipient by messenger. Telegraph
cable was laid under the Atlantic
ocean in 1858, and regular transat-
lantic service began in 1866. It was
the frst interconnected global com-
munications system. Telegraphy was
gradually replaced by telex systems
in the early twentieth century. These
gradually eliminated the need to use
a code. Users could type in a mes-
sage, and the identical message would
appear at the recipient’s end, carried
over telegraph and telephone lines to
telex machines anywhere in the world.
As early as the 1930s these lines were
also used to transmit pictures, an
event that introduced wirephoto ser-
vice in international communications.
Today, telegraphy has been largely
abandoned, being replaced by e-mail
and other digital technologies.
telemarketing use of the telephone
as a medium to sell, promote, or
solicit goods and services
telematics technology that allows
for the exchange of computer data
through a telephone line
telenovela melodramatic genre
of soaP oPera popular in South
America
telephone device designed for simul-
taneous transmission and reception of
the human voice. In 1876 the Scottish-
born American inventor alexander
graham bell patented the frst
telephone. Bell believed his invention
would be used to transmit musical
concerts, lectures, and sermons. But
after founding his own company, he
quickly discovered that the appeal of
the phone lay much more in allowing
ordinary people to talk to each other.
So, in 1878 the Bell Telephone Com-
pany established the frst telephone
exchange—a switchboard connecting
any member of a group of subscrib-
ers to any other member. By 1894,
roughly 260,000 Bell telephones were
in use in the United States, about one
for every 250 people. By the 1960s
the telephone had become an es-
sential service. Near the end of the
twentieth century, the telephone was
used to provide access to the Internet
by means of devices called modems
(modulator-demodulators). Advances
in electronics have introduced a num-
ber of “smart” features in telephone
manufacturing, such as automatic
redialing, caller identifcation, call
waiting, and call forwarding.
teleplay play written expressly for
television audiences
287
TeST SCreeNING
teletext service providing television
viewers with written text containing
news stories, stock market listings,
and other kinds of information
telethon lengthy television program
produced to collect money for a char-
ity or cause
teletype instrument that was used
for much of the twentieth century to
transmit and receive printed mes-
sages via telephone cables or radio
relay systems. Today teletype has
given way to e-mail and fax commu-
nications.
televangelism evangelism carried out
primarily via television, featuring a
charismatic preacher, a large audi-
ence, and emotional sermons, often
accompanied by healing events
television [abbreviated as TV]
broadcasting by means of electroni-
cally transmitted visual signals. In
1884 engineer Paul niPkoW built a
scanning disc that created television
images. In 1926 J ohn Logie Baird,
perfected Nipkow’s device, and in
1931 Vladimir Zworykin built the
prototype of the TV camera. The
frst home television set was put on
display in Schenectady, New York,
in 1928, by ernst f.w. Alexander-
son. By the late 1930s, television
service had begun in several western
countries. The radio Corporation of
America (rCA) showcased television
sets at the 1939 New York world’s
fair. right after world war II,
network broadcasting started in the
United States. Television programs
opened up web sites in the 1990s to
complement their mode of delivering
programming.
television culture view that since
the 1950s, the history of television
has become the history of western
society. TV has showcased racial
protests, riots, and other signifcant
social events, thus infuencing social
change. Some critics claim that with-
out television, there would have been
no civil rights legislation, no Viet-
nam war protests, and diminished or
different public reactions to politics
after watergate. Moreover, many TV
programs have been pivotal in bring-
ing about a change in social mindset
and mirroring changes in mores.
for example, in 1977 the miniseries
Roots was the frst to deal forcefully
with the enduring problem of racism;
in 1968 Star Trek featured the frst
interracial kiss in an episode titled
Plato’s Stepchildren; in 1991 the frst
scene of women kissing each other
was aired on an episode of L.A. Law.
with the advent of satellite technolo-
gies, television has also become a
source of infuence across the globe.
test market smaller market that is
thought to be representative of a
larger one and on which an advertis-
ing strategy is tried out in order to
determine its effectiveness, before
introducing it to the larger market
test screening showing of a provi-
sional version of a movie to assess
an audience’s reaction to it
288
TeSTIMoNIAL TeCHNIQUe
testimonial technique advertising
method that incorporates statements
from famous people or satisfed
customers, who endorse a product.
Under U.S. government regulations,
endorsers must use the advertised
product if they claim they do so.
text anything constructed to express,
represent, or communicate some-
thing—speeches, poems, television
programs, scientifc theories, musical
compositions. work on texts in recent
years has produced a convenient
typology. A paratext, for example, is
defned as the physical and conven-
tional characteristics associated with
certain kinds of texts; paratextual
features include such things as titles,
headings, footnotes, dust jackets, and
so on; an architext is the prototype
from which other texts are derived
(for example, the Iliad is the architext
on which many stories are based); a
metatext is a text that makes an ex-
plicit or implicit critical commentary
on another text; a hypotext is a text
based on another text that it alters in
some way; a hypertext is a text within
a main text that is linked to it in some
way.
text message short written message
sent from one mobile phone or device
to another
text theory any theory aiming to
explain how we create and interpret
texts. The twentieth-century Ameri-
can philosopher susanne langer
claimed that there were two ways
in which we read texts, discursively
and presentationally. discursive texts
have “detachment,” which simply
means that their constituent elements
can be considered separately—for
example, one can focus on a digit in
a number or on a single word in a
novel, detaching it from its location
in the text, without impairing the
overall understanding of the text. In
contrast, the elements in presenta-
tional texts cannot be detached from
them without impairing the overall
meaning—for example, one can-
not detach a note or phrase from a
melody without destroying the sense
of the melody. The relation between
the structure of a text and its inter-
pretation has become a primary area
of research within media studies. es-
pecially interesting is the “location”
of a text’s meaning. does it lie in the
intentions of the makers of texts?
And, consequently, is successful
interpretation of the text on the part
of the reader a straightforward matter
of trying to determine the maker’s
intentions? or does the meaning of
the text reside instead in the reader,
regardless of the maker’s intentions?
Both the nature of the text itself and
the author’s intentions constrain the
range of interpretations. when a
given interpretation goes beyond this
range, people tend to evaluate it as
erroneous, extreme, far-fetched, or
implausible.
textuality style and pattern of tech-
niques used to create texts
theater 1. building or outdoor area for
dramatic performances or other forms
289
THeATer TeSTING
of entertainment; 2. dramatic or co-
medic literature performed by actors
for an audience. Scholars trace the
origin of theater to ancient ceremonial
practices. In ancient Greece the frst
dramas revolved around myth and leg-
end. The actors wore masks, a practice
that also had a ritualistic source.
Comedy was developed in ancient
Greece alongside tragedy for criticiz-
ing and satirizing both individuals
and society in general. After the fall
of the roman empire in 476 c.e., the
Christian church discouraged comedy
for more than 500 years, promoting
instead a liturgical form of theater
based on biblical stories. By the ff-
teenth century, the latter had evolved
into the morality play, performed by
professional actors, which dealt with
religious themes. Interest in comedic
theater was revived by the movement
known as the commedia dell’arte.
Commedia actors developed comic
routines, called iazzi, which they
could execute on demand, especially
when it was felt that a sudden laugh
was needed. for instance, a performer
might pretend to trip and tumble into a
pail of water during the exit sequence.
Many of the routines and ideas of the
commedia live on in contemporary
forms such as vaudeville, burlesque,
and even television sitcoms. By the
mid-sixteenth century, a new, dynamic
secular theater had developed. The
most important concept in its design
was verisimilitude—the appearance
of truth. Characters were common
individuals. The plays had a single
plot, which took place within a 24-
hour period, and occurred only in one
locale. In the romantic nineteenth
century, theater took another turn,
concentrating on a search for the spiri-
tual nature of humankind. one of the
best examples of romantic drama is
Faust (Part I, 1808; Part II, 1832), by
the German playwright Johann wolf-
gang von Goethe. Based on the classic
legend of a man who sells his soul
to the devil, the play depicts human-
kind’s attempt to master knowledge
and power. As plays attracted larger
and larger audiences, playwrights
became more and more involved in
writing about everyday life, focusing
on psychological realism and social
problems. This new realistic trend in
theater led to the notion of the director
as the one who interprets the text, de-
termines acting style, suggests scenery
and costumes, and gives the produc-
tion its overall quality—a tradition
that continues on to this day. By the
frst decades of the twentieth century,
a reaction against realism erupted
in the world of theater. Paralleling
contemporaneous radical visual art
and musical movements, a movement
known as absurdist theater emerged.
The emphasis of this new form of
theater was on the absurdity of the
human condition. The subtext in all
absurdist drama is that of humanity as
lost in an unknown and unknowable
world, where all human actions are
senseless. Absurdism reached its peak
in the 1950s, but continues to infu-
ence drama to this day.
theater testing in advertising, a
method used to test viewer responses
to an ad in a theater-like setting
290
THIrd GeNerATIoN
third generation latest version of
telecommunications devices or sys-
tems (such as mobile phones)
third person effect personal belief
that one is not infuenced by media
messages, but that others are
thirty-threes [full form: 33 1/3 rpm
record, also called LP for long play-
ing record] vinyl record popular in
the 1950s through 1970s that allowed
recorded sound to run for many more
minutes than seventy-eights
three-dimensional [abbreviated as
3-D] any medium or text (such as a
movie or a computer game) that cre-
ates the illusion of experiencing it in
three-dimensional space
thriller genre of novel or movie
designed to hold audience interest by
the use of intrigue, adventure, and/or
suspense
tie-in product that accompanies and
helps publicize a major flm release,
such as, for example, a novel based
on the movie script
time-lapse photography technique
of shooting something so that, when
projected, a slow action (such as
the opening of a fower bud) can be
shown in a sped-up fashion
Tin Pan alley name given to west
28th Street between Broadway and
Sixth Avenue in Manhattan where,
from the 1880s to the 1950s, most
popular music was composed, often
by anonymous composers working
for low wages. Tin Pan Alley songs
were important elements in the
sheet-music and popular-recording
industries of the day, as well as in
radio, vaudeville, and flm. Tin Pan
Alley is most closely associated with
popular ballads, show tunes, and love
songs. Notable Tin Pan Alley com-
posers include Irving Berlin, Hoagy
Carmichael, dorothy fields, J ohnny
Mercer, Cole Porter, richard rod-
gers, and J erome Kern.
title 1. name given to a book, movie,
or program, usually by its author; 2.
heading, including credits, that ap-
pears at the beginning and/or end of a
flm or television program
title role main part or leading role in
a flm, play, or television program
title track song in a multi-song
recording whose name is used as the
title of the recording
TiVo digital box attached to a televi-
sion set allowing viewers to control
incoming broadcasts. The device
automatically records broadcasts
according to the viewer’s preferences
and also allows viewers to control
programs in the same manner that
they can control videotapes (pause,
rewind).
Tomlinson, J ohn (1949–) well-
known critic of globalization and the
evolution of media in new techno-
logical forms. Among his best-known
works are Media and Modernity
291
TrACKING STUdY
(1995) and Globalization and Culture
(1999).
tonality 1. organization of music
around a tone; 2. in painting, the
relationship and effect of the colors
and/or shades of light and dark
tone 1. in music, sound made by the
vibration of a musical instrument or
of the human voice; 2. in language,
variation in the pitch of the voice
while speaking, usually signaling
a meaning difference; for example,
in Mandarin Chinese the word man
may mean either “trick” or “slow,”
depending on its pitch; 3. in painting,
any variation in color or shades of
light and dark
Top 10 the best 10 in any pop culture
sector: “top 10 records,” “top 10
singers,” etc.
Top 40 radio format that plays the
most popular single recordings—the
top 40 on record sales charts. This
was a dominant radio format from
the 1950s to the 1970s, uniting musi-
cal tastes across audiences, promot-
ing mainly rock and roll. By the
1980s, audiences became highly
fragmented, leading to a reduction in
the importance of Top 40 radio in the
promotion of recordings.
Toronto international film festival
prestigious flm festival, founded
in 1976, held annually in Toronto
in September. Many consider it to
be second only to the cannes film
festival in importance.
total audience package advertising
strategy of scheduling advertisements
across time segments on radio and
television, so as to reach a wide range
of listeners or viewers
totemism belief in an animal, plant,
or natural object as the emblem of
a clan or family, often revered as its
founder, ancestor, or guardian
touch mode of communication with
the hands. In most cultures, a basic
form of greeting involves handshak-
ing, which may have started as a
way to show that neither person
was holding a weapon. other forms
include patting someone on the arm,
shoulder, or back to indicate agree-
ment or to compliment; linking arms
to indicate companionship; putting
one’s arm around the shoulder to
indicate friendship or intimacy; hold-
ing hands with family members or a
lover to express intimacy; hugging to
convey happiness at seeing a friend
or a family member; and so on.
touchscreen a computer screen that
responds to touch so that it can be op-
erated without a keyboard or mouse
town meeting on television, a pro-
gram in which people from a region
or walk of life debate a certain issue
moderated by a host
track [see soundtrack]
tracking study type of research study
that follows the same group of sub-
jects over an extended period of time
292
TrAde AdVerTISING
trade advertising promotions that
are directed at dealers and profes-
sionals through appropriate trade
publications and media
trademark legally protected sign
(name, design, picture, sound) that
distinguishes the products of one
company from those of another. Most
trademarks appear on the product,
on its container, or in advertisements
for it.
traditional transmission passing on
information by means of language
from one generation to another
traffc in netlingo, number of visi-
tors to a web site
tragedy [see theater] traditional
theater genre, dating to ancient
Greece, typically with an unhappy or
disastrous ending brought on by fate
or a faw in the main character
tragicomedy genre combining ele-
ments of tragedy and comedy. The
third-century b.c.e. roman play-
wright Plautus coined the word to
denote a play in which gods and mor-
tals or masters and slaves reversed
their traditional roles. Today, the term
suggests a text in which laughter
is seen as the only response left to
characters faced with an empty or
problematic life.
trailer [also called preview] brief
flm showing snatches from an up-
coming motion picture so as to entice
people to see the movie
transaction journalism in cyberad-
vertising, the direct linkage of edito-
rial content to sales
transactional analysis study of the
motives behind the discourse used
during interpersonal communication
transborder data fow transmis-
sion of information across national
borders so that it can be received,
stored, or used outside the originating
jurisdiction
transcription recording of a broad-
cast or other event to be shown or
reviewed at a later time
transformational appeal advertising
technique designed to link the product
to meaningful emotional experiences
(love, understanding, etc.)
transgressivity in feminist theory,
defance of social norms. This notion
has been used to explain the power
of such forms of representation as
PornograPhy and cross-dressing.
transient advertisement promo-
tion that is placed in specifc locales,
such as in movie theaters before the
feature is shown
transistor small device that can
amplify, control, and generate electri-
cal signals, invented by Bell Labs in
1947, displacing the vacuum tube.
Single transistors were superseded
in the 1960s by integrated circuits.
Today, transistors have different
functions in every type of electronic
equipment.
293
Two-STeP fLow THeorY
transmission sending messages to a
receiver
Transmission Control Protocol/
internet Protocol [abbreviated as
TCP/iP] set of rules that defne how
computers on the Internet (and on
other computer networks) transmit
and exchange information
transmissional perspective view
that media transmit information for
the purpose of controlling cultural
and social trends
transparency realistic mode of
constructing media representations,
making their construction undetect-
able to readers or viewers
trial by media term used fguratively
in reference to the belief that media
coverage often provides and/or infu-
ences judgments about a public fgure
by creating a widespread perception
of guilt regardless of any verdict in
an actual trial.
tribalism 1. early form of human
group life marked by individual al-
legiance to and identifcation with
a tribe; 2. in the contemporary era,
loyalty shown by individuals to
specifc groups (teen tribalism, gang
tribalism)
trope fgure of speech. Since the
1980s the term metaPhor has been
used increasingly in place of trope.
tune 1. a melody; 2. a catchy popular
song
tunesmith composer of popular songs
turnover number of times something
is sold during a particular period
turntable [also called record player
or phonograph] instrument that
rotates a phonograph record; a stylus
is placed on the record and sound is
reproduced through loudspeakers.
Turntables were largely replaced by
cassette tape recorders and compact
disc systems in the 1980s.
TV [see television]
TV newsmagazine television news
program format, pioneered by CBS’s
60 Minutes in the 1960s, that features
interviews and investigative report-
ing, with a general focus on contro-
versial issues
Twentieth Century fox major Hol-
lywood flm studio founded in 1935,
known especially for its blockbuster
flms, including the Star Wars anthol-
ogy of flms. web site: www.foxmov-
ies.com
two-step fow theory model of the
mass media claiming that media
products are shaped and modifed by
interactions with social groups, espe-
cially opinion leaders. The theory as-
serts that media impacts are indirect
and are mediated by opinion leaders
and thus that audiences tend to view
media products as interpretive com-
munities. The name of the theory
derives from the fact that its primary
proponents, Paul lazarsfeld and
294
TYPIfICATIoN SCHeMeS
elihu katz, viewed the reception of
a mass media message as a two-step
fow, in contrast to the hyPodermic
needle theory, which saw it as a
one-step fow that reaches an audi-
ence directly. In two-step fow theory,
the frst step is through an opinion
leader(s) of a group, who takes in
media content, interprets it, and then
passes it on to group members, who
have less frequent contact with the
media.
typifcation schemes in cultural
theory, meanings that people assign
typically to certain texts, which, in
turn, are incorporated by media and
advertising to bring about a Pre-
ferred reading
typography art, practice, or process
of printing with type. Typography
originated after the invention of
movable type in the mid-ffteenth
century.
295
LAST ITeM
uhf [see ultrahigh
frequency]
ultrahigh frequency
[ abbreviated as uhf] type
of short radio wave widely
used in television broadcasting. UHf
waves also are used in aircraft and
ship navigation, in emergency com-
munications systems, and cellular
telephone networks.
umbrella advertising promotion of
an organization rather than of a single
product
unbalanced fow the unequal fow of
news reportage between countries
uncensored any publication, movie,
or program that has been released or
broadcast without prior censorship
unconscious [see subconscious]
uncut [see uncensored]
underground a movement or group
that has separated itself from the
prevailing social environment, often
exerting a subversive or transgressive
infuence on that environment
underground press any pub-
lishing organization that is anti-
establishment and thus likely to
attract controversy and/or censorship.
The term surfaced in the 1960s.
uniform resource locator [abbrevi-
ated as urL] Internet address of
a resource or service. The address
contains three elements:
the type of protocol used to
access the fle (for example,
HTTP for a web page), the
domain name of the server
where the fle resides, and,
optionally, the pathname to the fle
(description of the fle’s location).
for example, the UrL www
. utoronto.ca/libraries instructs the
browser to use the HTTP protocol, go
to the www.utoronto.ca web server,
and access the fle named libraries.
united Press international
[ abbreviated as uPi] international
news agency founded in 1907, pro-
viding news in english, Spanish, and
Arabic. web site: www.upi.com
universal Copyright Convention
agreement among the member states
of UNeSCo, frst adopted in 1952,
revised in 1971, “to provide for the
adequate and effective protection
of the rights of authors and other
copyright proprietors in literary,
scientifc and artistic works, includ-
ing writings, musical, dramatic and
cinematographic works, and paint-
ings, engravings and sculpture.” web
site: www.unesco.org/culture/laws/
copyright
universal Pictures major Hollywood
flm studio, founded in 1912, pro-
ducing blockbuster movies such as
Spartacus (1960) and E.T. (1982)
unmetered Internet service that is
available at a fat rate, rather than by
connection time
U
296
UPI
uPi [see united Press
international]
uploading [opposite of download-
ing] copying fles from a computer to
another on the Internet
urban legend story often thought to
be factual by those who circulate it,
generally through the Internet, but
which turns out to be not exactly as
recounted. It may be entirely un-
true or, in some cases, partly true.
often, the events it describes may
be explained in different ways. A
story may be started by someone in a
chatroom, through e-mails, based on
events that the originator had actually
witnessed. when it starts to circulate
and is retold by different people,
the story gathers momentum and a
logic of its own, becoming an urban
legend.
urban music pop music genres that
appeal to an urban audience, including
rhythm and blues and hip-hop. Urban
is one of radio’s more popular formats.
urL [see uniform resource locator]
ur-text original text that becomes a
template for subsequent texts
usage-based segmentation in ad-
vertising, classifcation of consumers
according to how much they consume
a certain product
usenet [abbreviation of users net-
work; also called network news]
internationally distributed bulletin
board system on the Internet. Usenet
predates the world wide web, consti-
tuting the original discussion forum
covering thousands of topics.
uses and gratifcations theory view,
associated primarily with elihu
katz in the 1970s, that audiences use
the mass media for their own purpos-
es, especially to fulfll needs such as
gaining information or being enter-
tained. According to this theory, the
audience views the media in a self-
confrmatory way. Thus, certain items
in a representation are selected either
because they provide entertainment
or because they satisfy some need.
The theory maintains that media do
not do things to people but rather that
people do things with media.
utterance word or words (written or
spoken) used in a specifc social com-
municative situation
297
LAST ITeM
validity effect theory that
people tend to accept an
idea, statement, or opin-
ion as valid or true if it is
repeated enough times in
the media
VaLs [see values and lifestyles
research]
value 1. as defned by ferdinand de
saussure, what something means
in practical terms; for example, the
value of a letter such as A assigned
to an essay in university is perceived
as different from that of a B; 2. in
cultural theory, any assumption that
something is important and crucial; 3.
in the visual arts, the degree of light-
ness or darkness of a hue or shade
values and lifestyles research
[abbreviated as VaLs] advertising
research method based on grouping
consumers according to their values
and lifestyles. VALS measures psy-
chological factors, such as how con-
sumers feel about products and how
they represent lifestyle aspirations.
Van Dijk, J an [see Dijk, J an
a.g.m. van]
vanity press a publisher that prints
books for authors who pay all or
most of the costs of publication and
distribution
variety show live or televised show
made up of various kinds of perfor-
mances: musical, comedic, acrobatic,
magical
vaudeville principal form
of popular entertainment in
North America before the
advent of cinema in the late
nineteenth and early twen-
tieth centuries. Vaudeville
was also called burlesque, variety,
or music hall. It consisted of a series
of unrelated acts (singer, juggler,
magician, dancer, dog act) presented
in a theater (the vaudeville house or
venue) to a paying audience. with the
advent of flm, radio, and television,
vaudeville effectively died as a form
of entertainment, although its main
features were incorporated into the
Hollywood musical and the radio or
television variety show.
V-chip electronic chip in a television
set that allows parents to block out
programming with sexual and violent
content. It is often assumed that the V
stands for “violence,” when in fact it
stands for “viewer choice.”
VCr [see video cassette recorder]
vehicle specifc channel or publi-
cation for carrying an advertising
message to a target audience. for ex-
ample, in the medium of magazines,
a vehicle would be Time magazine.
Venice film festival annual flm
festival, founded in 1932, held in
Venice every year in late August–
early September; one of three major
european flm festivals (the other two
are the Cannes and Berlin festivals).
web site: www.labiennale.org/en/
cinema
V
298
VerBAL CoMMUNICATIoN
verbal communication exchange of
information by means of language.
Among the various models of verbal
communication, the model devised
by the linguist and semiotician ro-
man Jakobson is one of the most
widely used in media and commu-
nication studies. J akobson posited
six constituents undergirding all
instances of verbal communication:
an addresser who initiates a com-
munication; a message that she or he
recognizes must refer to something
other than itself; an addressee who is
the intended receiver of the message;
a context that permits the addressee
to recognize that the message is refer-
ring to something other than itself; a
mode of contact by which a message
is delivered (the physical channel)
and the primary social and psycho-
logical connections that exist or are
established between the addresser
and addressee; and a code provid-
ing the signs and structural patterns
for constructing and deciphering
messages. J akobson then pointed
out that each of these constituents
determines a different communicative
function: emotive is the infuence of
the addresser’s emotions, attitudes,
and social status in the making of
the message; conative is the effect—
physical, psychological, social—that
the message has or is expected to
have on the addressee; referential
is a message constructed to convey
information unambiguously; poetic
is a message constructed to deliver
meanings effectively, like poetry;
phatic is a message designed to
establish social contact; metalingual
is a message designed to refer to the
code being used.
vernacular everyday form of lan-
guage, in contrast to offcial, reli-
gious, or bureaucratic forms
vertical integration acquisition of
the different sectors involved in the
production of media; for example,
vertical integration occurs when a
single newspaper company acquires
the printing company that produces
its newspapers or the agency that
distributes them
very high frequency [abbreviated as
Vhf] electromagnetic waves that the
federal Communications Commis-
sion has assigned to television and
frequency modulation (fM) radio sta-
tions and to amateur radio operators
Vhf [see very high frequency]
Vhs most common type of video-
tape used in home video recorders,
being replaced by dVd and other
advanced technologies
vicarious reinforcement in cultural
theory, the view that the observation
of something in the media operates as
if it were actual reinforcement. This
framework is used to explain why
an individual does not expect actual
rewards or punishments from observ-
ing something, but anticipates them
to happen.
video 1. general term for anything
recorded on a visual device (a video-
299
VIdeodISC
tape, a dVd); 2. a videotape,
dVd, or other image-carrying
device
video blog blog that uses video
material as its primary means of
communication
video cassette fat rectangular plastic
box that contains videotape
video cassette recorder [abbrevi-
ated as VCr] device that records and
plays images and sound back on a
TV set. The frst commercial VCrs
were marketed by Sony Corpora-
tion in 1969. The frst commercially
successful VCr for home use was the
Sony Betamax, launched in 1975. It
was joined in the marketplace by the
incompatible VHS format, launched
by J VC in 1976, which grew to domi-
nate the market. The heyday of the
VCr was the 1980s. Its market share
has dwindled in the face of competi-
tion from digital recorders and the
dVd player.
video clip short video sequence, gen-
erally created to promote something
such as a new song
video conference conference in
which participants are located in dif-
ferent places but are linked by audio
and video technology
video feed recorded video sent from
one location to another
video frequency frequency used to
carry television broadcast signals
video game [also called electronic
game] game played by an electronic
device and displayed on a televi-
sion screen or other monitor. Most
video games are controlled by a tiny
computer. Video games deal with a
range of subjects, such as war, space,
adventure, horror, mystery, sports,
playing cards, backgammon, chess,
and so on. Some are educational,
helping players learn to spell or
count. overall, video games are now
seen to constitute texts within the
larger pop culture environment.
video insert prerecorded flm footage
played at an appropriate point in a
TV show
video jockey person who plays videos,
especially music videos, on television
video nasty a video containing
explicitly violent or pornographic
material
video news release [abbreviated as
Vnr] video segments released to
accompany a news story
video on demand [abbreviated as
VoD] Pay-Per-vieW cable service,
allowing viewers to instantly order
programming to be delivered digi-
tally to their television sets
video vérité use of video to create
documentaries of people and events
videodisc general term for a disc that
contains both video and audio. It can
be played on a machine attached to
300
VIdeoGrAPHY
a conventional television receiver.
The most common type of videodisc
today is the dVd.
videography making of movies or tele-
vision programs with video cameras
videophile someone who enjoys
watching video texts and making
video recordings
videophone device that can transmit
and receive audio and video, composed
of a camera, receiver, and screen
videotape magnetic tape on which
audio and video can be recorded and
played back
videotext [also written as videotex]
obsolete type of delivery of textual
information via telephone networks.
Videotext was used mainly by librar-
ies to offer various services in homes.
viewer person who watches television
viewfnder 1. device on a camera
showing the area that will be includ-
ed in the photograph; 2. miniature
television screen with a magnifying
lens mounted on a video camera,
which allows the user to select a
scene to record by viewing it through
the eyepiece on the lens
viewing act of watching television and
the psychological processes this entails
viewscreen screen on a digital cam-
era showing the image that has just
been recorded
vignette 1. brief scene from a movie;
2. in the visual arts, a drawing with-
out a border that gradually fades at
the edges
villain [opposite of hero] in a narra-
tive, a character who represents the
“bad” person whom the hero has to
defeat
viral advertising promotion that
attempts to capture consumers’ atten-
tion by encouraging them to “pass it
on” (like a virus) to others
viral marketing technique whereby
communicative networks are used
to spread messages, such as affli-
ate programs, co-branding, e-mails,
word-of-mouth techniques, and so on
virtual community group of people
who interact on the Internet, for
example in chatrooms, because they
share interests or business
virtual reality [abbreviated as Vr]
technology that lets people engage
in three-dimensional (3-d) environ-
ments created by computers. Vr
devices enable users to manipulate
virtual objects as if they were real.
The user wears a head-mounted
display (HMd) with screens for each
eye.
virus computer program designed to
copy itself into other programs, with
the intention of altering or damag-
ing them. The corrupted programs
may continue to operate according to
their intended functions while also
301
Vr
executing the virus’s instructions,
thus further propagating it. The virus
may transfer itself to other comput-
ers through storage devices, com-
puter networks, and online systems.
Antivirus software is used to detect
and remove viruses from a computer,
but it must be updated frequently for
protection against new viruses.
visual culture culture that gets a
large part of its information through
visual electronic media such as tele-
vision and the Internet
vlog blog that incorporates a large
amount of visual material
Vnr [see video news release]
Voa [see Voice of america]
vocable word constructed with no
apparent meaning: for example,
krunt, jint
VoD [see video on demand]
voice 1. sound made by human vocal
cords; 2. characterization of the right
to express oneself as an individual
or as part of a group: for example,
women’s voices, the voices of
African Americans, etc.
Voice of america [abbreviated as
Voa] U.S. government-funded
broadcasting system, launched in
1942, that provides radio, televi-
sion, and Internet services, especially
news, in over 40 languages. web site:
www.voanews.com
voicemail oral message left on a
phone’s answering machine or re-
cording system
voiceover technique of using the
voice of an unseen speaker in flms
Voice-over-internet-Protocol
[ abbreviated as VoiP] technology
that allows voice messages to be sent
via the Internet
voice-pitch analysis advertising
technique in which a subject’s voice
is analyzed during his or her respons-
es, in order to assess the subject’s
emotional reaction to an ad
VoiP [see Voice-over-internet-
Protocol]
volumetrics study of the infuence
of the relation between the overall
number of people exposed to an
advertising campaign and the number
of those who buy the product
vortal web portal that enables
e-commerce transactions among
various businesses
vox pop the replies given to a re-
porter’s questions by people on the
street
voyeurism obtaining gratifcation
from secretly viewing sexual acts.
As a cinematic technique, it has been
used effectively in movies such as
Eyes Wide Shut (1999).
Vr [see virtual reality]
302
fIrST ITeM
w3 [see world wide web]
w3C consortium of experts
in various areas seeking to
guide the development of
the world wide web
walk-on actor who has a small part
in a play, movie, or program
walkie-talkie two-way radio en-
abling voice communication over
short distances. Unlike many other
two-way communication devices,
a walkie-talkie cannot transmit and
receive signals at the same time.
walled garden in netlingo, a
controlled-access area that attempts
to keep users within its confnes; for
example, AoL is a walled garden in
that it attempts to provide users with
everything they may need within its
own services
wan [see wide area network]
want ad classifed advertisement in
a newspaper, magazine, or web site
requesting or offering something for
acquisition
waP [see wireless application
Protocol]
war flm cinematic genre dealing
with war, usually featuring a mili-
tary hero; for example, the series of
Rambo movies
war of the worlds radio broadcast
1938 radio adaptation of H.G. wells’s
novel about interplanetary
invasion, delivered in the
style of an actual news
broadcast, causing many to
believe that the reports
were real
warhol, andy (1928–1987) Ameri-
can pop artist who is considered one
of the initiators of the postmodern era
in the visual arts. Many of his works
depict commonplace objects, such as
soup cans, and include photographs
of celebrities. In 1994 the Andy
warhol Museum was established in
Pittsburgh.
warner Brothers major Hollywood
flm studio, founded in 1918, re-
sponsible for producing such highly
popular features as the Looney Tunes
cartoon series and the Superman and
Harry Potter flms
watchdog individual or organization
on the lookout for unacceptable or
offensive practices by the media
weather forecast radio or television
broadcast of weather conditions
web [see world wide web]
web browser computer program
allowing users to gain access to pages
on the world wide web
web hosting business providing
server space for storage on a web site
web marketing online marketing
W
303
weBCAST
web page a computer fle displayed
as a “page” on a computer screen,
accessible through the world wide
web by means of a Web broWser.
web pages are multimedial, contain-
ing some or all of text, graphics,
fles, sound, video, and hyperlinks.
The frst web page, created by tim
berners-lee, went online in 1991.
web phone service allows users to
make phone calls over the Internet
with other software users
web portal Web Page on a particu-
lar topic that provides links to other
web pages
web radio radio programming
delivered to homes equipped with a
special receiver via the Internet
web site [also written as website]
interconnected set of Web Pages
web TV [full form: web television]
high-defnition television programming
delivered to homes via the Internet
webby annual international award
made by the International Academy
of digital Arts for an outstanding
web site
webcam digital camera connected to
the Internet, capable of transmitting
images live
webcast 1. video flmed with a
webcam that can be viewed on the
Internet or downloaded from the In-
ternet; 2. any broadcast on the world
wide web
Typical Web page
304
weBCrAwLer
webcrawler computer program that
allows users to search through web
pages for documents containing a
specifc word, phrase, or sequence of
symbols
web-enabled any mobile phone or
handheld device capable of accessing
the world wide web
webform electronic document simi-
lar to a printed form that is used to
collect information from a visitor to a
web site
webhead frequent visitor of the
world wide web
webisode episode, trailer, television
program, or music video on a web site
weblish form of english used online,
characterized by abbreviated words,
lack of appropriate punctuation, and
various ungrammatical forms
weblog [see blog]
webmaster person responsible for
creating, organizing, and updating a
web site
webzine [full form: web magazine]
magazine that publishes on the world
wide web
wedom and Theydom characteriza-
tion of the tendency of some media
of representing the world in terms
of “us” and “them” in order to make
a news report more forceful and
attention-grabbing
weekly newspaper or magazine pub-
lished once a week
western literary and cinematic genre
set in the American west, during
1850–1900, involving cowboys, fea-
turing lawlessness and gun violence.
owen wister’s The Virginian (1902)
is regarded as the founding novel of
the genre, whose popularity peaked
in the middle decades of the twen-
tieth century, declining thereafter.
Movie versions of the western played
an important role in establishing a
plot formula—the confict between
outlaws and the defenders of law
and order. one of the frst important
movies, The Great Train Robbery
(1903), was a western. from the
1920s through the 1950s, hundreds of
westerns made celebrities of cow-
boy actors Gene Autry, Tom Mix,
roy rogers, Gary Cooper, and J ohn
wayne. In the 1990s some flms por-
trayed cowboys in less heroic terms,
as in Clint eastwood’s Unforgiven
(1992); the flm Dances with Wolves
(1990) revisited the role of Native
Americans (called “Indians” in previ-
ous westerns) in the history of the
west, restoring dignity to that role.
Network television contributed to the
popularity of westerns in the 1950s
and 1960s with long-running series
such as Gunsmoke (1955–1975),
Maverick (1957–1962), Have Gun
Will Travel (1957–1963), Wagon
Train (1957–1965), and Bonanza
(1959–1973).
western culture general designa-
tion of the cultures originating with
305
wILLIAMS, rAYMoNd
people of european origin. The term
is often used in opposition to ori-
entalism, often understood as “any
culture” other than the western one
on an “east-west” geographic plane.
It is opposed to “southern cultures”
on a “north-south” geographic plane.
These are, however, artifcial dichoto-
mies, since they assume homogeneity
in culture and inevitable opposition
among cultures.
westerstähl and J ohansson’s model
of news factors model devised
by J orgen westerstähl and folke
J ohansson in 1994, which claims that
proximity to the ideological mindset
of the country reporting a news item
and the perceived importance of that
country in an international context
are keys to how it is perceived in
other countries
whistleblower person who divulges
information to the media about a
secret event, a scandal, or an issue
that is of interest to the public
white noise radio noise spread over a
wide range of frequencies
whorf, Benjamin Lee (1897–1941)
American linguist who kindled
widespread interest in the view that
language affects worldview
wide area network [abbreviated as
wan] computer network covering
a broad geographical region or area,
the largest being the Internet
widescreen 1. type of movie projec-
tion whereby the picture shown is
wider than it is tall; 2. a television set
whose screen is larger than tradi-
tional screens
wiener, norbert (1894–1964) math-
ematician who pioneered cybernetics.
His ideas contributed to the building
of modern-day computers.
wi-fi [see wireless fdelity]
wiki name given to a Web site that
allows the visitors themselves to edit
and change its content, sometimes
without the need for registration.
The frst software to be called a wiki
was wikiwikiweb, so named by its
maker ward Cunningham, a comput-
er programmer who took it from the
name of a Hawaiian airport shuttle.
wikipedia the most popular of
the Internet Wikis, wikipedia is a
multilingual online free encyclo-
pedia launched on March 1, 2002.
The name is a blend of the words
wiki and encyclopedia. It is written
collaboratively by volunteers. Most
of its articles can be edited by almost
anyone with access to the web site,
and for this reason there is controver-
sy over wikipedia’s accuracy, being
perceived as susceptible to vandal-
ism and trendiness. web site: www
.wikipedia,org
williams, raymond (1921–1988)
British media critic who drew atten-
tion to the various forms of culture
involved in a mediated society. He
distinguished between residual,
dominant and emerging cultural
306
wIPo
forms: residual forms are those that
have historical signifcance and thus
are still around; dominant forms are
those that have current salience; and
emerging forms are those that are
fomenting and that will soon become
dominant.
wiPo [see world intellectual
Property organization]
wire service news story sent by com-
puter from a national or international
news agency
wireless application Protocol [ab-
breviated as waP] protocol for trans-
mitting data between mobile phones
and other such devices
wireless fdelity [abbreviated as
wi-fi] marketing term for wireless
networking technologies based on
the Institute of electrical and elec-
tronics engineers (Ieee) 802.11b
and 802.11a specifcations. wi-fi
networks are used to wirelessly con-
nect computers to each other, or to
connect computers to the Internet or
other networks, including ethernet
networks.
wireless internet capacity to access
the Internet without having to con-
nect to a phone line
wireless local area network [ab-
breviated as wLan] local area
network that allows laptops with ap-
propriate technology to connect with
other computers without the need for
cables
wLan [see wireless local area
network]
women’s liberation movement
social movement seeking equal
rights for women, dating back to
the enlightenment. The frst
important expression of the move-
ment was Mary wollstonecraft’s A
Vindication of the Rights of Woman
(1792). American women gained
the right to vote in 1919, but their
participation in the larger social
system outside the home remained
limited. Landmarks in the rise of
modern feminism include Simone
de Beauvoir’s The Second Sex
(1949), Betty friedan’s The Feminine
Mystique (1963), and the founding
of the National organization for
women (1966). efforts in the 1970s
to pass the equal rights Amendment
failed, but its aims had been largely
achieved by other means by the end
of the twentieth century.
word magic belief that words evoke
magical events or can cause things
to happen by simply uttering them.
word magic is a common theme in
literature. A well-known example is
the “open Sesame” phrase used by
Ali Baba in the Arabian Nights to
open the door of a cave. Another is
abracadabra, which is made from
the letters in an inverted pyramid
design of an amulet that was popular
several centuries ago. each letter
was supposed to vanish until only
the A remained. As the letters disap-
peared, so did the problems of its
wearer.
307
www
word painting technique used in
the radio broadcast industry that
uses highly descriptive words during
dramatizations to evoke images in
reading material as an attempt to
place the listener into the scene
world intellectual Property or-
ganization [abbreviated as wiPo]
specialized agency of the United
Nations, established in 1970, which
administers and develops policy on
intellectual property. web site: www
.wipo.org.
world wide web [abbreviated as
w3 or www] system of computer
fles linked together on the Internet,
created in 1989 by tim berners-
lee and his colleagues at CerN
(Conseil européen pour la recherche
Nucléaire), a nuclear physics labora-
tory near Geneva in Switzerland. The
web provides access to a vast array
of documents that are connected to
each other by means of hyPertext
or hyPerlinks. Users may access
any page by typing in the appropriate
address on a search engine.
worm in Internet parlance, self-
replicating computer program
capable of sending copies of itself
without any user intervention. Unlike
a virus, it does not need to attach
itself to an existing program. worms
harm the network, whereas viruses
corrupt fles on a targeted computer.
The name derives from a science
fction novel, The Shockwave Rider
(1975), by J ohn Brunner. J ohn f.
Shoch and J ohn A. Hupp used the
term in a technical paper they pub-
lished in 1982.
writing 1. speech executed on some
surface with symbols and signs;
2. literature in general.
www [see world wide web]
308
fIrST ITeM
xerography copy-making
process that is the basis of
the most widely used doc-
ument-copying machines,
or photocopiers. xerog-
raphy was invented in the
1930s by American physicist Chester
f. Carlson and was developed in
the 1940s and 1950s by the Haloid
Corporation, later renamed xerox.
The frst commercially successful
xerographic copier was introduced in
1959.
Xm satellite radio founded in 1992
as American Mobile radio Corpo-
X
ration, a satellite service
in the United States and
Canada providing pay-for-
service radio programming,
with music, news, sports,
talk, entertainment, and
weather channels. Most of the chan-
nels are available via the Internet.
xM also offers music downloads.
web site: www.xmradio.com
X-rated previous movie classifca-
tion, replaced by NC-17, indicating
that a flm should not be viewed by
anyone under the age of 17 because
of its adult content
309
LAST ITeM
yahoo! American Internet
service providing a full
range of web services,
founded by J erry Yang and
david filo in 1994. It was
originally called “J erry’s
Guide to the world wide web,” but
was renamed “Yahoo!” The term
was derived from J onathan Swift’s
Gulliver’s Travels, where it was
defned as someone “rude, unsophis-
ticated, uncouth.” web site: www
.yahoo.com
yellow journalism use of lurid and
sensationalized reporting to attract
readers and increase circulation.
The term was coined in the 1890s
to describe the rivalry between two
New York papers, the World and
the Journal. Some of the techniques
used by the two newspapers
have actually become permanent
features of journalistic presentation,
including banner headlines,
colored comics, and numerous il-
lustrations.
youth culture various
forms of music, cloth-
ing, language, and general
lifestyle that are adopted by
young people. These forms
have become powerful
forces in modern-day urban society
where a dividing line between youth
and adult forms of culture are no
longer clear-cut. Indeed, trends in the
adolescent world quickly become the
cultural norm, dictating look, taste in
music, and fashion for many. Before
the 1950s, there were few media
outlets aiming their products (mov-
ies, radio programs) at young audi-
ences. By the mid-1950s, however,
the courtship of such audiences by
the media and various entertainment
industries (especially the music and
movie ones) began in earnest. Songs
and movies became progressively
juvenilized in content. By the 1960s,
youth culture came to constitute a
true community in the ethnographic
sense, a self-contained system within
the larger societal framework.
Y
310
fIrST ITeM
zapping 1. ficking be-
tween television channels
with a remote control; 2. in
postmodern theory, the view
that by offering so much
programming today, televi-
sion has led to zero consciousness,
the art of watching nothing
zeugma fgure of speech in which
a single word, especially a verb or
an adjective, is applied to two or
more nouns, even though its sense is
actually appropriate to only one of
them, or to both in different ways: for
example, The room was not light, but
his fngers were
zine [abbreviation of magazine]
self-published magazine, especially
on the Internet, released at irregular
intervals and, generally, with charac-
teristic content
Zipf’s Law [also called Principle
of Least effort] principle defned
in the 1930s by the Harvard linguist
George Kingsley Zipf, who found
that many phenomena in language
could be explained as the result
of an inborn tendency in the hu-
man species to make the most of its
communicative resources with the
least expenditure of effort (physical,
cognitive, and social). This tendency
was independent of individual and
culture. It explains, Zipf claimed,
why speakers minimize articulatory
effort by shortening the length of
words and utterances. At the same
time, people want to be able to
interpret the meaning of words and
utterances unambiguously
and with least effort. Zipf
demonstrated that there
exists an intrinsic inter-
dependence between the
length of a specifc word
(in number of sounds or letters) and
its rank order in the language (its
position in order of its frequency of
occurrence in texts of all kinds). The
higher the rank order of a word (the
more frequent it is in actual usage),
the more it tends to be “shorter”
(made up with fewer phonemes). for
example, articles (a, the), conjunc-
tions (and, or), and other function
words (to, it), which have a high
rank order in english (and in any
other language for that matter), are
typically monosyllabic, consisting of
one to three phonemes. what is even
more intriguing is that this “minia-
turization” force does not stop at the
level of function words, as Zipf and
others subsequently found. It can be
seen to manifest itself, above all else,
in the tendency for phrases that come
into popular use to become abbrevi-
ated (FYO, UNESCO, Hi, Bye, ad,
photo, Mr., Mrs., Dr., 24/7, etc.) or
changed into acronyms (aka, VCR,
DNA, laser, GNP, IQ, VIP, etc.).
It can also be seen in the creation
of tables, technical and scientifc
notation systems, indexes, footnotes,
bibliographic traditions, and so on
and so forth. In effect, the general
version of Zipf’s Law proclaims
that the more frequent or necessary
a form for communicative purposes,
the more likely it is to be rendered
“compressed” or “economical” in
Z
311
LAST ITeM ZworYKIN, VLAdIMIr
physical structure. And the reason for
this seems to be an inherent tendency
in the human species to expend the
least effort possible in representation
and communication.
zone culturally specifc space that
people keep between themselves
when interacting
zombie in Internet parlance, any
Worm transmitted from one infected
computer to another. Networks of
such computers are often referred to
as botnets and are very commonly
used by spammers for sending junk
e-mail or to cloak their web site’s
address. A botnet’s originator can
control zombie programs remotely.
These have become a signifcant part
of the Internet.
zooming flmic technique of making
something appear larger or closer to
the camera than it is
zoosemiotics study of communica-
tion in animals
Zworykin, Vladimir (1889–1982)
russian-born American electronic
engineer who invented the icono-
scope (a TV transmission tube)
in 1923 and the kinescope (a TV
receiver) in 1924, which together
constituted the frst true TV system
313
CHroNoLoGY
CHroNoLoGY
The following timelines include selected events that indicate only some of the
major “signposts” in the development of the major media.
Books anD magaZines
2400 b.c.e. Papyrus made from plant reeds found along the Nile river is
used for writing.
350 c.e. The codex is produced by the romans with parchment pages
bound together.
600 Illuminated manuscripts featuring decorative designs on each
page are created by scribes (primarily monks and nuns).
700 Arab traders introduce paper to the west.
1000 Movable clay typesetting invented in China.
1234 Movable metal typesetting invented in Korea.
1453 J ohannes Gutenberg turns a wine press into a printing press that
uses movable type for the mass production of books.
1455 The Gutenberg Bible is one of the frst books published with the
new print technology.
1602 The frst lending library, the Bodlian is established.
1640 The frst book published in the American colonies, The Bay
Psalm Book, is printed in Boston.
1731 one of the frst magazines, The Gentleman’s Magazine, is
published in england.
1732 Poor Richard’s Almanack by Benjamin franklin is published.
1741 Colonial magazines appear in Boston and Philadelphia.
1751 The frst encyclopedia is produced by french scholars.
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CHroNoLoGY
1790 first U.S. copyright law passed. Publishing houses start
proliferating.
1821 The Saturday Evening Post is launched, becoming the frst
magazine to appeal directly to women.
1830 Sarah J osepha Hales becomes the frst editor of Godey’s Lady’s
Book, creating the frst modern women’s magazine.
1846 The rotary press is invented in the United States. Harper’s
Weekly begins publication.
1860s The dime novel (pulp fction) becomes a mass culture device.
1879 The Postal Act of 1879 lowers the postal rate for magazines,
allowing magazine distribution to thrive.
1880s Linotype and offset lithography lower the cost of book
production.
1900 Magazine muckraking reporting becomes highly popular.
1909 The Copyright Act of 1909 is passed.
1922 Reader’s Digest is launched.
1923 Time magazine, founded by Henry Luce, starts publication.
1936 Life magazine starts publication.
1939 robert de Graaf introduces Pocket Books, America’s frst
paperbacks.
1953 TV Guide is launched, indicating that various media were starting
to converge.
1954 Sports Illustrated begins publication.
1960s Computer-based composition (typesetting) begins.
1967 rock and roll gets its own magazine with the launching of
Rolling Stone.
1969 The Saturday Evening Post succumbs to specialized competition.
1971 Borders opens its frst store in Ann Arbor. Chain bookstores and
superstores start springing up across America shortly thereafter.
1974 People magazine starts publication.
1980s desktop publishing gets under way.
1995 Amazon.com is established, but it will only turn its frst proft in
2002.
1998 The digital Millennium Copyright Term extension Act is passed.
2000s Microsoft and Adobe start making online books (e-books)
available. e-zines, e-toons, and other magazine genres also start
proliferating in online versions.
newsPaPers
1600s Corantos, the frst newssheets, are published in northern europe.
1640s diurnals, the frst daily newspapers, are published in england.
315
CHroNoLoGY
1644 english poet J ohn Milton calls for freedom of speech in his
pamphlet titled Areopagitica.
1690 Boston printer Benjamin Harris publishes the frst American
newspaper, Publick Occurrences, Both Foreign and Domestick.
1721 The New England Courant begins publication.
1735 freedom of the press is defended as a legitimate mode of
expression after a jury rules in favor printer Peter J ohn Zenger,
who had criticized the government in print and who had been
charged with libel.
1776 American declaration of Independence disseminated throughout
the nation by newspapers.
1783 The frst daily, the Pennsylvania Evening Post and Daily
Advertiser, published in America.
1789 freedom of the press is enshrined in the American Constitution
by enactment of the first Amendment.
1790 The Copyright Act is passed.
1798–1800 The Alien and Sedition Acts attempt to curtail press criticism of
the government.
1827 The frst African American newspaper, Freedom’s Journal,
makes its appearance.
1828 The frst Native American newspaper, The Cherokee, makes its
debut.
1833 The penny press era is ushered in after the New York Sun is
published, costing only one cent and thus starting the trend of
making newspapers affordable.
1848 Six newspapers form the Associated Press, relaying news stories
around the country via telegraphy.
1860 New York Morning reaches a circulation of 80,000, highlighting
the fact that newspapers have become an integral part of mass
communications.
1878 J oseph Pulitzer starts the new journalism movement. The
movement had great appeal with afternoon editions, and
featuring entertainment, crime and scandal, and devoted more
space to advertising and illustrations.
1883 Pulitzer buys the New York World, ushering in the era of yellow
journalism.
1895 william randolph Hearst enters newspaper publishing with
sensationalistic techniques, further promoting yellow journalism.
1896 Adolph ochs buys the New York Times, making achievement of
the goals of responsible journalism its primary objective.
1914 first Spanish-language paper in the United States, El Diario–
La Prensa, is founded in New York.
316
CHroNoLoGY
1917 The Pulitzer Prize is established at Columbia University,
rewarding achievement in journalism and other areas.
1920s Newspaper chains spring up, marking a decline in the number of
daily metropolitan newspapers.
1930–1934 Hundreds of syndicated columns start up between 1930 and
1934.
1955 The Village Voice is launched as the frst underground newspaper
in Greenwich Village.
1972 watergate scandal stimulates a new era of investigative
journalism.
1980 ohio’s Columbus Dispatch is the frst newspaper to go online.
1982 USA Today is launched, the frst paper modeled after television.
1998 The Dallas Morning News is the frst newspaper to break a
major story on its web site instead of its front page. Increasing
use of the Internet leads to the development of blogs, discussion
groups, and the like, which take on many functions of traditional
newspapers.
2000s By 2003, thousands of newspapers offer some kind of online
news service.
aDVerTising
1625 The frst true ad appears in an english newspaper.
1735 Benjamin franklin sells ad space in the Pennsylvania Gazette.
1792 The frst propaganda ministry is established in france.
1804 The frst classifed ads in Colonial America run in the Boston
News-Letter, featuring land deals and ship cargoes.
1830s The penny press becomes the frst advertising-supported media
outlet.
1841 The frst ad agency is established in Boston by Volney Palmer to
represent newspaper publishers.
1860s Advertising is incorporated into magazines.
1869 The frst true modern ad agency working for advertisers and
companies is established by N.w. Ayer in Philadelphia.
1871 P.T. Barnum establishes his Greatest Show on earth, creating a
wave of publicity stunts, posters, etc., which bring the advertising
age into being.
1880s Brands (products with names) appear.
1887 Ladies Home Journal is designed to be a medium for consumer
advertising.
1914 The federal Trade Commission is established to help monitor
advertising practices.
317
CHroNoLoGY
1920s Newspapers and magazines start depending heavily on
advertising revenues for their survival.
1922 Newspaper columnist walter Lippmann publishes a controversial
book, Public Opinion, in which he illustrates how slogans and
other such devices shape public perception. The frst radio
commercial is aired.
1942 The systematic study of propaganda and advertising effects is
begun by the U.S. military.
1950s–1960s 30-second and 60-second TV commercials become routine.
1957 Vance Packard’s The Hidden Persuaders is published, warning
people of the dangers of persuasive advertising.
1971 Tobacco ads are banned from television.
1984 Apple’s Macintosh commercial at halftime of the Super Bowl
changes the nature of advertising.
mid-1980s Brand placement and a general partnership between advertising
and pop culture solidifes.
1994 Internet banner advertising begins.
1995 The Internet advertising agency doubleClick is founded.
1998 Tobacco ads are banned from billboards.
2000s The Internet and the world wide web become increasingly
attractive as sites for advertising. New forms of advertising, such
as pop-ups, appear online.
raDio anD sounD reCorDing
1877 The wax cylinder phonograph is invented by Thomas edison,
which allows for sound to be recorded and played back.
1887–1888 emile Berliner develops the gramophone, which can play the
music on mass-produced discs.
1896 Guglielmo Marconi develops the frst radio transmitter.
1906–1907 Lee de forest invents the vacuum tube, called the Audion tube,
improving radio reception, and reginald fessenden makes the
frst radio broadcast from the Metropolitan opera House in New
York City.
1910 Congress passes the wireless Ship Act requiring ships to be
equipped with wireless radio.
1912 Congress passes the radio Act, constituting the frst piece of
government regulation for licensing radio transmitters.
1916 david Sarnoff, the commercial manager of American Marconi,
writes his famous “radio Box Memo,” in which he proposes to
his boss to make radio a “household utility.”
1916–1920 frank Conrad founds KdKA in Pittsburgh as the frst
318
CHroNoLoGY
experimental radio station in 1916. The station’s broadcast of
the 1920 presidential election results on November 2, 1920, is
generally considered the beginning of professional broadcasting.
1922 The frst uses of radio for commercial purposes begin with the
airing of the frst advertisements by AT&T on station weAf.
This causes an uproar, as people challenge the right of the public
airwaves to be used for commercial messages.
1926 The frst radio broadcasting network, NBC, is created by rCA.
AT&T abandons radio broadcasting.
1927 Congress’s new radio Act creates the federal radio
Commission.
1933 fM radio is developed.
1934 Congress passes the federal Communications Act, creating
the federal Communications Commission (fCC) and allowing
commercial interests to control the airwaves. AM stations are
allocated.
1938 Mercury Theater of the Air broadcasts War of the Worlds,
demonstrating how quickly a mass medium can cause public
panic.
1941 Chain broadcasting rules are developed.
1948 radio starts to lose audiences to television. Magnetic audiotape
is developed by 3M. wynonie Harris records Good Rockin’
Tonight, the frst true rock and roll song.
1948 33 1/3 records are introduced by Columbia records and 45-rpm
records are introduced by rCA Victor. The dJ radio era takes off.
1949 Red Hot ’n Blue becomes one of the frst radio rock and roll
shows.
1955 Top 40 radio becomes the most popular type of radio format,
indicating that radio is becoming more and more a marketing
arm of the recording industry. rock and roll enters the scene in
the mid-1950s, dominating pop music radio and the recording
industry until the early 1990s.
1956 Stereo recordings are introduced.
1962 Cassette tapes are introduced.
1960s rock music is linked with social protest, spearheading the
counterculture movement.
1967 The Beatles release Sgt. Pepper’s Lonely Hearts Club Band, the
frst true concept album.
1970s fM radio stations gain popularity, transforming radio into a more
specialized medium.
1971 National Public radio starts broadcasting with All Things
Considered.
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CHroNoLoGY
1979 Sony engineer Akio Morita invents the portable walkman.
1979–1980 rap emerges out of hip-hop clubs in New York City.
1981 Music Television (MTV) is born, becoming a new arm of the
recording industry.
1982 Compact discs are introduced. rock fragments into many genres,
from disco to punk, grunge, and techno. rap and hip-hop start
dominating pop music recordings until the early 2000s.
1987 wfAN is launched as the frst all-sports radio station.
1990s Talk radio becomes popular. old and new musical genres,
from country to gospel and opera, become popular with target
audiences, creating niche recording and radio markets.
1996 Congress passes the Telecommunications Act of 1996, allowing
for consolidation in radio ownership across the United States.
1997 dVds make their debut, offering more storage space than Cds
and making music videos popular.
1998 Music download sites proliferate on the Internet.
2000 MP3 technology shakes up the music industry, as Internet users
share music fles on Napster. Napster is eventually ordered to
stop unauthorized fle sharing.
2000s Satellite and web-based radio programs emerge in 2002. file-
sharing, online radio programs, etc., become highly popular. rap
and hip-hop remain popular, but lose their market domination.
2001 Peer-to-peer Internet services make music fle sharing popular.
2003 Apple Computer’s iTunes music store makes its debut, making it
possible to buy music on the Internet.
fiLm anD ViDeo
1877 eadweard Muybridge captures motion on flm for the frst time.
1888 Thomas edison develops the frst motion picture camera.
1889 Hannibal Goodwin develops flm technology that allows movies
to be created.
1894 Thomas edison opens up the frst kinetoscope parlors with coin-
operated projectors.
1895 The Lumière brothers show the frst short flms in Paris.
1896 Thomas edison invents the Vitascope, which is capable of large-
screen projection.
1903 edwin S. Porter’s The Great Train Robbery, an early western,
gains popularity, indicating that the era of cinema is just around
the corner. The movie is the frst violent flm story.
1907 Storefront movie parlors, called nickelodeons, with a fve-cent
admission, begin to fourish.
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CHroNoLoGY
1910s Silent flms become popular. The frst movie celebrities emerge
in the late 1910s and early 1920s.
1914 Movie palaces start opening up in New York City.
1915 The frst racist flm, d.w. Griffth’s Birth of a Nation, is also the
frst true feature flm, gaining commercial success.
1920s The Big five studios (Paramount, MGM, warner Brothers, 20th
Century fox, rKo) and the Little Three studios (Columbia,
Universal, United Artists) are established in the late 1920s.
1922 The American movie industry institutes voluntary censorship.
1927 Soundtrack technology turns silent flms into talkies. The frst
talkie is The Jazz Singer (1927) starring Al J olson.
1930s The era of the “golden age” of cinema.
1946 Cinema becomes a major infuence in society, as over 90 million
attend movies weekly.
1947 The House Un-American Activities Committee starts holding
hearings on communism in Hollywood.
1957 In Roth v. United States, the Supreme Court sets community
standards as the criteria for defning obscenity.
1968 Motion Picture Association of America (MPAA) movie ratings
introduced.
1976 VCrs are introduced, creating a new movie rental and purchase
industry.
1977 Star Wars initiates a new era of big-budget blockbusters.
1990s Independent flms become popular and successful, becoming also
a source for identifying new talent.
1995 The frst megaplex movie theater is built in dallas, leading to a
wave of megaplexes. Toy Story is the frst completely computer-
generated movie, starting a new trend in movie production.
1997 dVds come onto the scene in 1997, displacing videotapes.
2000s Movies integrate with the Internet, where trailers are shown and
even full features can be seen.
TeLeVision
Late 1800s The invention of the cathode ray tube makes television
technology possible.
1884 Paul Nipkow patents the electrical telescope in Germany, which
becomes the basis for TV technology.
1927 Philo T. farnsworth (barely 21 years of age) transmits the frst
TV picture electronically. farnsworth applies for a TV patent.
1935 farnsworth conducts the frst public demonstration of television
in Philadelphia.
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1936 first television service debuts in Britain.
1939 NBC starts regular television broadcasts from New York City.
1941 The fCC sets standards for television broadcasting.
1948 Milton Berle and ed Sullivan go on the air with the frst TV
variety shows, ushering in the “golden age” of television. The
frst community antenna television (CATV) is established.
1950 The AC Nielsen Market research Company starts tracking
TV audience behaviors. The frst swear words are heard on the
Arthur Godfrey Show.
1950s Television becomes a dominant medium, with previous radio
genres and radio personalities moving to TV. Sitcoms like I Love
Lucy (starting in 1951), the Today and Tonight Shows (1952),
and later The Beverly Hillbillies (1964) establish the standards
for TV broadcasting, bringing out the entertainment function of
television to the viewing public.
1954 Color television technology is introduced, but does not become
a marketable technology until the 1970s. The U.S. Senate begins
hearings on the purported effects of television violence on
juvenile delinquency.
1960 The frst satellite system, called Telstar, is established. The
Kennedy-Nixon presidential debates reveal the power of
television to infuence public opinion, as Kennedy, the
underdog, appeals to viewers as a young, handsome,
dynamic candidate.
1961 A second round of Senate hearings begins on television violence.
The frst exposure of a navel occurs on the Dr. Kildare series.
1966 Prime time programs are broadcast in color.
1967 Congress creates the Corporation for Public Broadcasting,
leading to the establishment of public television.
1968 60 Minutes starts broadcasting, showing the power of television
to infuence public opinion. The National Commission on the
Causes of Violence concludes that TV violence encourages
violent behavior. The frst interracial kiss is seen on a Star Trek
episode.
1971 All in the Family changes the character of sitcoms, introducing
controversial social issues into the content of prime time
programming.
1972 fCC makes cable available to cities. The U.S. Surgeon General
releases a research report on the relation between television and
social behavior.
1975 HBo (Home Box offce) begins broadcasting via satellite.
VCrs are introduced. Under fCC pressure, broadcasters adopt a
322
CHroNoLoGY
“family hour” format to provide wholesome early evening family
programming.
1976 Cable comes onto the scene, with Ted Turner’s wTBS in Atlanta,
which uplinks to satellite technology, becoming the frst true
“superstation.”
1977 The eight-part miniseries Roots sets new standards for television
broadcasting with its probe of the African American experience.
The miniseries also shows the frst bare female breasts on
television.
1980s The popularity of programs such as M*A*S*H (1983) and the
Cosby Show (1985) prompt some media critics to defne this
decade as the “era of the sitcom.”
1980 CNN premieres as a 24-hour cable news network, owned
originally by Ted Turner, revolutionizing newscasting and
television formats.
1981 Cable also brings MTV onto the scene in 1981.
1987 rupert Murdoch’s fox television makes its debut.
mid-
1980s–1990s New channels and networks open up, such as UPN (United
Paramount Network) and wB (warner Brothers). Specialty
cable channels emerge, from A&e and discovery to the Movie
Channel and the disney Channel. Programs such as The X-Files
and other such series become staples of prime time, as they
co-opt themes in pop culture so as to appeal to a large audience.
Quiz shows such as The Wheel of Fortune, Jeopardy, and Who
Wants to Be a Millionaire rate highly as well.
1990 The Children’s Television Act mandates children’s programming.
1991 The frst homosexual kiss on American television is seen on an
episode of L.A. Law.
1994 The direct broadcast satellite (dBS) industry debuts.
1996 The Telecommunications Act abolishes most TV ownership
restrictions.
1997 Parental advisories are mandated for TV programs.
1998 The V-chip is introduced. HdTV broadcastings start.
2000s Narrowcasting becomes a reality, with all the specialty channels
available along with network programming: TBS, Spike,
eSPN, discovery Channel, weather Channel, A&e, TLC, USA
Network, etc. Television and the Internet merge to create a co-
broadcasting system, whereby television channels and Internet
web sites deliver the same or complementary content. Sitcoms
such as Everybody Loves Raymond (2000) and Will & Grace
(2000) continue to be popular.
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CHroNoLoGY
2002 The fCC rules to end antenna-based broadcasting by 2009,
transforming the TV medium gradually into a digital one.
2003 Vod (video on demand) is introduced.
The inTerneT, worLD wiDe weB, anD DaTa Transmission
1822 Charles Babbage develops a computer prototype.
1830s The introduction of telegraphy constitutes a data network
forerunner.
1866 Transoceanic telegraph service begins.
1876 The telephone is introduced.
1915 The frst transcontinental phone call is made.
1939 J ohn Vincent Atanasoff of Iowa State University is credited with
designing the frst modern computer.
1945 eNIAC, the frst general-purpose computer, is invented by
J. Presper eckert and John Mauchly, mainly for military purposes.
1951 eckert and Mauchly introduce UNIVAC as the frst civilian
computer.
1962 The frst communications satellite, the frst digital phone
networks, and the frst pagers are introduced.
1964 The frst local area network (LAN) is put into service to support
nuclear weapons research.
1965 A highly usable computer language, BASIC, is developed.
1969 Arpanet is the frst communication network established by the
U.S. department of defense.
1971 Microprocessors are developed, leading shortly thereafter to PC
technology.
1972 The frst video game, Pong, is introduced. Urban cable is allowed
to proliferate. e-mail is developed for communications on
Arpanet.
1975 The frst personal computer, Altair, is introduced.
1977 first fber optic network is created.
1978 Cellular phone service begins. Nicholas Negroponte of MIT
introduces the term convergence to describe the intersection of
media.
1980s fiber-optic cable is developed in the 1980s, making it possible to
transmit digital messages. Hypertext is developed in the mid-
1980s, leading eventually to the creation of the world wide web.
1982 The National Science foundation sponsors a high-speed com-
munications network, leading to the establishment of the Internet.
1983 Arpanet starts using Transmission Control Protocol/Internet
Protocol (TCP/IP), essentially launching the Internet.
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CHroNoLoGY
1984 Apple Macintosh is the frst PC with graphics.
1989 Tim Berners-Lee develops concepts and techniques that a
few years later are converted into the world wide web. A
new company called AoL (America online) is formed, later
becoming the frst successful Internet service provider.
1990 The frst Internet search engine, Archie, is developed.
1991 The Internet opens to commercial uses, HTML is developed, and
the world wide web is fnally launched by Berners-Lee.
1993 The frst point-and-click web browser, Mosaic, is introduced.
1994 The frst Internet cafés open. J eff Bezos launches Amazon.com.
1995 digital cellular phones are introduced to the market. The frst
online auction house, eBay, is launched.
1996 The Telecommunications Act and the Communications decency
Act are passed. Google is launched.
2000 Cookies technology allows for information profles to be created,
enabling data-mining practices to burgeon.
2001 Instant messaging services appear.
2002 Broadband technology is developed by South Korea.
mid–
late 2000s The Internet converges with previous media (radio, television,
etc.) to produce online versions of previous broadcasting. It also
becomes a source of new forms of communication, with web
sites such as MySpace and YouTube.
325
BIBLIoGrAPHY
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Van Zoonen, Liesbet. Feminist Media Studies. London: Sage, 1994.
Print (Books, newspapers, magazines)
eisenstein, elizabeth L. The Printing Press as an Agent of Change: Communications and
Cultural Transformations in Early-Modern Europe. Cambridge: Cambridge University
Press, 1979.
epstein, J ason. Book Business: Publishing Past, Present, and Future. New York: Norton,
2001.
GoughYates, Anna. Understanding Women’s Magazines. London: routledge, 2003.
Harris, Michael, and Tom o’Malley. Studies in Newspaper and Periodical History. west-
port, CT: Greenwood Press, 1997.
Innis, Harold A. Empire and Communication. Toronto: University of Toronto Press,
1972.
J anello, Amy, and Brennon J ones. The American Magazine. New York: Abrams, 1991.
winship, J anice. Inside Women’s Magazines. London: Pandora, 1987.
wright, Bradford w. Comic Book Nation. Baltimore: J ohns Hopkins University Press,
2000.
radio, sound recordings, Television
Abercrombie, Nicholas. Television and Society. Cambridge: Polity Press, 1996.
dovey, J on. Freakshow: First Person Media and Factual Television. London: Pluto,
2000.
fiske, J ohn. Television Culture. London: Methuen, 1987.
Holland, Patricia. The Television Handbook. London: routledge, 2000.
Kubey, robert, and Mihaly Csikszentmihalyi. Television and the Quality of Life. Hillsdale,
NJ : Lawrence erlbaum, 1990.
McQueen, david. Television: A Media Student’s Guide. London: Arnold, 1998.
Miller, Mark Crispin. Boxed In: The Culture of TV. evanston, IL: Northwestern University
Press, 1988.
Neer, richard. FM: The Rise and Fall of Rock Radio. New York: Villard, 2001.
Newcomb, H. Television: The Critical View. New York: oxford University Press, 2000.
film and Video
Abrams, Nathan, Ian Bell, and J an Udris. Studying Film. London: Arnold, 2001.
Balio, Tino. The American Film Industry. Madison: University of wisconsin Press,
1979.
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ellis, J ohn. Visible Fictions: Cinema, Television, Video. London: routledge, 1992.
Sklar, robert. Movie-Made America: A Cultural History of American Movies. New York:
Vintage, 1994.
internet and the world wide web
Hafner, Katie, and Matthew Lyon. Where Wizards Stay Up Late: The Origins of the Internet.
New York: Simon & Schuster, 1996.
Herman, Andrew, and Thomas Swiss, eds. The World Wide Web and Contemporary Cultural
Theory. London: routledge, 2000.
Slevin, J ames. The Internet and Society. London: Polity, 2000.
Van dijk, J an. The Network Society. London: Sage, 1999.
wise, richard. Multimedia: A Critical Introduction. London: routledge, 2000.
advertising
Berger, Arthur A. Ads, Fads, and Consumer Culture: Advertising’s Impact on American
Character and Society. Lanham, Md: rowman & Littlefeld, 2000.
danesi, Marcel. Brands. London: routledge, 2006.
Goldman, robert, and Stephen Papson. Sign Wars: The Cluttered Landscape of Advertis-
ing. New York: Guilford, 1996.
Key, wilson B. Subliminal Seduction. New York: Signet, 1972.
————. The Age of Manipulation. New York: Holt, 1989.
Kilbourne, J ean. Can’t Buy My Love: How Advertising Changes the Way I Feel. New York:
Simon & Schuster, 1999.
Leiss, william, Stephen Kline, Sut J hally, and J ackie Botterill. Social Communication in
Advertising: Consumption in the Mediated Marketplace. London: routledge, 2005.
Twitchell, J ames B. Twenty Ads That Shook the World. New York: Crown, 2000.
williamson, J udith. Consuming Passions. London: Marion Boyars, 1985.
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general
Action Coalition for Media education: www.acmecoalition.org
Broadcasting & Cable News: www.broadcastingcable.com
Corporation for Public Broadcasting: www.cpb.org
Images (Journal of Media Criticism): www.imagesjournal.com
Media education foundation: www.mediaed.org
Media History Project: www.mediahistory.umn.edu
National Public radio: www.npr.org
Paper Tiger TV: www.papertiger.org
Public radio Information: www.pri.org
Web Journal of Mass Communication Research: www.scripps.ohiou.edu/wjmcc/
advertising
Ad Council: www.adcouncil.org
Ad forum: www.adforum.com
Adbusters: www.adbusters.org
Advertising Age: www.adage.com/datacenter.cms
Advertising World: www.advertising.utexas.edu/world
Adweek: www.adweek.com
American Association of Advertising Agencies: www.aaaa.org
Cannes International Advertising festival: www.canneslions.com
Clio Awards: www.clioawards.com
Cultural aspects
Alt Culture: www.altculture.com
Critical Communication Theory: www.theory.org.uk
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Marshall McLuhan Studies: www.mcluhan.utoronto.ca
Pop Culture: www.popcultures.com
Urban dictionary: www.urbandictionary.com
film and Video
Academy of Motion Picture Arts and Sciences: www.oscars.org
Cannes film festival: www.festival-cannes.fr
dreamworks SKG: www.dreamworks.com
Hollywood Movies: www.hollywood.com
Internet Movie database: www.us.imdb.com
Metro-Goldwyn-Mayer: www.mgm.com
Motion Picture Association of America: www.mpaa.org
Movieweb: www.movieweb.com
New Line Cinema: www.newline.com
Sony Pictures: www.sonypictures.com
Sundance film festival: www.sundance.org
Toronto International film festival: www.e.bell.ca/flmfest
Touchstone Pictures: http://touchstone.movies.go.com
20th Century fox: www.foxmovies.com
Universal Studios: www.universalstudios.com
walt disney Pictures: http://disney.go.com/disneypictures
warner Bros.: www.warnerbros.com
internet and the world wide web
Center for democracy and Technology: www.cdt.org
Internet2: www.internet2.edu
Internet History: www.isoc/internet/history.org
Internet Information: www.netvalley.com
Internet News: www.zdnet.com
Internet Society: www.isoc.org/internet/
Netlore: www.urbanlegends.about.com
media Law, watchdogs, regulatory agencies, and media expression
Center for Media and democracy: www.prwatch.org
electronic frontier foundation: www.eff.org
federal Communications Commission: www.fcc.gov
freedom forum: www.freedomforum.org
Mediawatch: www.mediawatch.org
world Intellectual Property organization: www.wipo.int
world Press freedom Committee: www.wpfc.org
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Print media, Press organizations, and news agencies
All Headline News: www.allheadlinenews.com
Associated Press: www.ap.org
Bookwire: www.bookwire.com
e-reads: www.ereads.com
Gutenberg Bible: www.gutenberg.de/english/bibel.htm
International federation of J ournalists: www.ifj.org
Magazine Publishers of America: www.magazine.org
New York Times: www.nytimes.com
Newseum: www.newseum.org
online Newspaper: www.onlinenewspapers.com
Project Gutenberg: www.gutenberg.net
reporters Sans frontières: www.rsg.org
reuters: www.reuters.com
United Press International: www.upi.com
USA Today: www.usatoday.com
Washington Post: www.washingtonpost.com
world Association of Newspapers: www.wan-press.org
radio and sound recordings
All Music Guide: www.allmusic.com
Billboard Magazine: www.billboard.com
freenet: www.freenetproject.org
Internet radio: www.radio-locator.com
radio History: www.radiohistory.org
recording Industry Association of America: www.riaa.com
rock and roll Hall of fame: www.rockhall.com
web radio: www.radio-directory.com
Television
ABC: www.abc.com
CBS: www.cbs.com
Classic Television: www.classic-tv.com
CNN: www.cnn.com
fox: www.fox.com
MTV: www.mtv.com
NBC: www.nbc.com
TiVo: www.tivo.com
Ultimate TV: www.ultimatetv.com
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foreword
ABoUT THe AUTHor
marcel Danesi is Professor of Semiotics and Anthropology at the University
of Toronto. He has published extensively in the felds of media and popular
culture. Among his recent publications are Brands (2006), Popular Culture: In-
troductory Perspectives (2007), and The Quest for Meaning: A Guide to Semiot-
ic Theory and Practice (2007). He is currently the editor-in-chief of Semiotica.
He is also a fellow of the royal Society of Canada.